The Tourism Image Promotion Research Of Ethnic Cultural Destination Based On Visitor Perceptions

Tourism image is an important element of the tourist destination attraction. It is capable of forming tourism destination development objectives and consensus to guide the general direction of development and construction internally. On the other hand, it can expand the visibility and enhance reputation of tourist destination, by influencing tourists’ decisions to keep a long-term stable relationship with visitors. Therefore, the tourism image is very important to the tourist destination.Actually, the tourist destination image perception of tourists with the stages is affected by many factors.For these reasons, this study cased in the Yao Autonomous County of Jinxiu uses a variety of relevant literature, empirical research etc. to grasp the tourists’ perception of Jinxiu tourism image, research the tourism image of Jinxiu and analyze the survey results by SPSS.According to the conclusions of empirical research and the present situation of Jinxiu, this study concludes that there are some problems in Jinxiu tourism image, such as lack of resource, tourism product and national festival, the poor tourism traffic, lack of tourism ancillary service facilities. So the study propose some suggestions to creat the characteristic image of Jinxiu, including improving tourism resource and product development, setting up traffic dispersion center, completing tourism ancillary service facilities to enhance the attractiveness, improving tourist traffic to upgrade accessibility, and expending advertisement, etc.