Research On The Image Space And Evaluation Of Jinggang Historic Town Based On Visitor Perception

Based on the classic throries of city image and tourism destionation image, and by the method of field research, this paper aims to summarize the space structure characteristics of Jinggang historic town, besides, based on the survey, analyse the visitors’ perception of image space structure, evaluation of global image, evaluation of image elements of Jinggang historic town. Futhermore, the evaluation results are used as a kind of bridge to discuss how the elements of historic town’s image elements associated with the global image.By literature review, this paper researched on the basic theories of city image and tourism destination image, and also summarized the study progress of image. Two times of field research was conducted, in this progress, the used methods include questionnaire survey, investigation, observation and interview. Through the field research, lots of first-hand research data and information was collected. After that, we used qualitative analysis, factor analysis, correlation analysis and linear regression analysis processed the information and data we’ve got.This paper constructed a methodology to study on historic town’s image based on visitor perception. The analysis result of visitor perception of Jinggang historic town’s image structure and image evaluation shows:a) the elements of Jinggang historic town which visitors’ percepted are consist of routes, landmarks, nodes, edge and districts, but there are sensitive perception differences among different image elements. Specifically, visitors have strongest perception on landmarks, which followed with routes, and the least perceived element was districts. But what calls for special attention is that, when two different ways were used to obtain the frequency of visitor perceived image elements and factors, there existed differences. b) From the aspect of cognition evaluation, visitors thought that Jinggang historic town was traditional, artless, coordinate, native, neat, familiar, new, common, lively and artificial; in the aspect of emotional evaluation, they thought Jinggang was satisfactory, comfortable, beautiful, friendly, interesting, attractive, novel and relaxing. c) By factor analysis, this study extracted three cognitive evaluation factors and two emotional evaluation factors from global image evaluation. The three cognitive evaluation factors are style factor, comparison factor and atmosphere factor, and the two emotional evaluation factors are consciousness factor and assessment factor. Correlation analysis shows, except of the variables of nodes’new or old and landmarks’ lively or quiet, the other image elements all exist adjective variables that significantly correlation with the exacted factors of the global image evaluation. Regression analysis result shows, except of nodes’ and landmarks’perception evaluation have no impact on the style of global image, other elements all exist adjective variables that have impact on global image’evaluation factors. Specificly, the image element of route have the most valuables that significantly correlated with global image evaluation factors, and also its impact variables; the peculiarity of the landmarks is significantly correlated with the construction of global image, and its traditional degree impact on the style of global image; whether the edges are neat or not contributes to global image’s contrast extent from other destinations; the satisfaction of nodes is very important.Innovation of this research consist of three aspects:a) Conforming to the convergence trend of city image theory and tourism destination image theory, this research combined these two kind of theories and discussed image elements’evaluation association with global image based on visitor perception. b) Semantic differential method was introduced to image study field. c) Visitors evaluation of global image and image elements was summarized in this paper.