A Reaserch On The Perception Of Tourist Image Of Russian Tourists In Sanya By A Cross-cultural Perspective

Sanya,located at the southernmost of Hainan Island,is an important strategic tourism resource in China and Hainan province.Since 2007,Sanya's tourism industry has developed rapidly with the support of national policies,increasing internalization has attracted a large number of Russian tourists to Sanya,this kind of phenomenon not only promotes the development of Sanya's tourism industry,at the same time also make Sanya tourism image perception and its related research of scholars face more challenges.While Russian tourists are getting the feeling of foreign islands in Sanya,they are also going through intense cultural shock,there is a difference between the image of tourism created by Sanya and the image of Russian tourists based on their own national values.Exploring this cross-cultural perception of tourism image has always been the focus of international tourism.From a cross-cultural perspective,this paper studies Russian tourists perception of Sanya's tourism image,and uses literature,questionnaire and web log to explore Russian tourists specific feelings about Sanya's tourism image.Based on Cross-Cultural Theory and perception theory of tourism image,especially the mature cognitive emotion model in this field,we constructed a conceptual model to analyze Russian tourists' perception of Sanya's tourism image and put forward research hypotheses.The basic module of the model is used to design the questionnaire and carry out the investigation activities.Using the effective data collected from the questionnaire,supplemented by web log literature,we analyze the behavior characteristics of Russian tourists in Sanya,test the hypotheses and decide whether they are correct and draw a conclusion.The study found that,first,from the perspective of the structure of tourism motivation,the top three motivations are: leisure vacation,winter vacation and interest in increasing knowledge;the residence time is relatively long,showing more leisure property.Second,21 factors generally scored higher on cognitive image,according to the average descending arrangement can be divided into 3 levels,respectively: 9 factors of very good level,8 factors of good level,4 factors of general level.The 4 perceptive factors of the emotional image are also good,indicating that the tourists in Sanya are very happy and relaxed.Most Russian tourists have a basic attitude towards the overall image of "beautiful and romantic Sanya".Third,the results of hypothesis test showed that there were significant differences in age,education and comprehensive image perception.Fourth,comprehensive image perception has a significant impact on tourism satisfaction.Tourism satisfaction has a significant correlation with willingness to recommend and willingness to revisit.Fifth,Russian tourists in the cross-cultural environment tourism,the perception of tourism image shows the phenomenon of cross-cultural misreading and understanding.At the same time,many problems have also been encountered in cross-cultural tourism.In view of the above research conclusions,four suggestions are put forward to improve the tourism image of Sanya.