Study On The Tourism Image Communication Of Beijing Hutong

Beijing Hutong as the unique characteristics of Beijing region and its represent regional culture, which is the representative of the traditional culture of Beijing. In recent years, with the development of the tourism industry, Beijing alley because of its unique nature has attracted more and more attention, has become a popular tourist destination in Beijing. Today, the domestic and foreign dignitaries visits to increase the protection efforts and other measures to repair the Hutong of Beijing new look, on the other hand, complying with the development trend of “cultural tourism ", to meet the needs of tourists. How to build in the tourism activities and the spread of Beijing Hutong complete and true image,highlight the cultural characteristics and resource advantages, namely the dissemination of tourism image of Beijing Hutong as empirical research content of this paper.In this paper, through the analysis of tourism image communication process as well as indicators, combined with its own characteristics for the development of Beijing Hutong,Beijing Hutong tourism image communication index. According to media information text word frequency extract, combining the tourism resources evaluation index, reference to existing research in tourism image dissemination of indicators which means for the development of Beijing Hutong tourism image communication index, it tries to make the index of development characteristics, perceptibility and authority.The questionnaire will be developed into, in the form of a questionnaire survey of empirical research. Taking into account the Hutong of Beijing international cultural communication and the significance of the number of foreign tourists, this paper set English questionnaire to ensure broad coverage of the survey. Factor analysis obtained Beijing Hutong tourism image from the six dimensions of history and culture, as well as Hutong courtyard building, residents living customs and reflect life, street landscape,commercial activities and services and facilities etc. based on the questionnaire data. On this basis, through the audience for each index important degree of awareness and perception difference by the method of IPA analysis, analysis of each index in the six dimensions of the real communication situation. Through the factor analysis and the IPA analysis from the macro and micro two aspects conducts the research to the Beijing Hutong tourism image and spread.According to the analysis results, this paper spread to heavily historical image in the dissemination of tourism image in Beijing Hutong alley, mining and heavy note of cultural factors in image communication. In addition, through word of mouth, wisdom tourism platform and enhance the service personnel and the identification system to optimize theHutong of Beijing tourism image communication, the paper provides suggestions and Countermeasures for Beijing Hutong tourism image building and communication.