| The historic district,as a carrier of historical architecture and rare traditional culture,is the hot spot in recent years.In the light of the influence of foreign research,the domestic scholars' research perspective on the destination image of the historic district is also expanding.The research degree is deepened and the scope of the research is more comprehensive.The research object is changed from the object of tourism to the subject of tourism.As the main body of tourism activities,the perception of the destination image influences the tourism sustainable development of historic district to a certain extent.On the basis of analyzing the concept of the historic district and destination image,this paper demonstrates the inherent dimension of the destination image and analyzes the definition of the destination image perception,the formation process,the influencing factors and the method of perceived image measurement dialectically.A large number of relevant literature were studied so as to build the destination image perception model.This paper chooses the historic district of Dongguan Street in Yangzhou City as the research case,combined with the "Cognitive-Affective Model" proposed by Baloglu and other scholars,Russel's "Emotional-Surrounded Model",Beerli and Martin's four-level theory of cognitive image as well as the destination image perception model proposed in this paper.This paper constructs the evaluation index of the perceived image of the Dongguan Street.With mutual comparison,verification and complement of image evaluation index data in online travel notes and questionnaire survey,a more realistic and reliable perceived image evaluation result of comprehensive analysis is obtained.Finally,according to the conclusion of the study,the paper puts forward the strategies and suggestions for the improvement and promotion of the image of Dongguan Street,so as to provide reference for the destination image management of the historic district Dongguan Street. |
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