Study Of Destination Social Conflict Under The Destination Image Decay

The researches of tourism destination image are always dwelt only on the image but ignore the other consequences under the image change. But the destination image is not stationary, but most of the existing researches only focus on one moment.Tourism in Lijiang started in early 1990, since the Lijiang earthquake in 1996, Lijiang was transformed from an earthly paradise to a mass tourism destination. In 1997, the old town of Lijiang was inscribed on the Word Heritage list by UNESCO and also became one of the most valuable places in China. The annual tourism revenue also increased from 30 million to over 30 billion CNY.In 2001, the LEAP Program won UNESCO’s high praise, many overseas Word Heritages tried to copy this mode. However, in 2003, Old Town of Lijiang was criticized by UNESCO because of the commercialization. Then in 2015, China National Tourism Administration issued a series caution for the wine fraud. Besides that, destination image of Lijiang also turn to be the Fling city from the earthy paradise. Only 20 years, the development and destination image change of Old Town of Lijiang is a microcosm of China’s tourism development.This paper takes the case of the Old town of Lijiang, and through searches on related literature, newspaper magazines and a large amount of online research,(1) thoroughly explores the image change process of the Old town of Lijiang from 1990 up until now for over 20 years.(2) Through field survey interviews, access to the different stakeholders on the change of image attitudes and cognition, through a comparative study found that the causes of social conflict behind image changes(3) Through a introspection on the destination image to find out its own problems of different groups, and get the causes that cause the negative image.