Research On The Performance Of Tourism Image Construction In Mount Longhu Scenic Area

The first 30 years after Reform and Opening,natural tourism resources and cultural tourism resources still can gain the favor of the market with simply-developed model.30 years later,it's hard to find some classic tourism resources.Besides,people's perception of tourism and experience has been promoted,that previously sort of development model is unsustainable.Nowadays scenic spots rely more on large capital investment to create economies of scale.Chinese National Tourism Administration said,the research of the scenic spots investment performance has become the most part to deepen.Through the literature review,it seems that the performance of tourism research mainly focus on“the aggregate data”,the economic weight in the study of performance is bigger,lack of“detail”performance.What's more,few researchers set “tourism image performance”as the research object.IWOM gradually becomes one of the effective ways to influence the process of choosing tourism destination,which increases influence on tourist comments on image performance.If apply the Gaze Theory to the tourism industry,net tourist gaze also is a kind of evaluation about the image construction of scenic spots,which can be used to study the tourism image construction of the Dragon and Lion Mountain.To refine tourism image of the Dragon and Lion Mountain should based on the tourism resources: Taoism Cradle,Clear Water and Danxia Landform,Ancient Cliff Tombs.These are the three core scenic spot resources of Dragon and Lion Mountain,based on which the suppliers have designed the following tourism image: Chinese Taoism Cradle-Fairyland.In order to show the image,the suppliers have created a series of tourism projects.So if want to study the image construction performance,must relate to the tourism resources,tourism projects,and project environment.At the same time,the selection principle of evaluation indexes should be independence,representative and quantifiable.The data of this study is collected by Octopus Software from CTRIP and Donkey Travel,including 459 text comments and 950 tourism pictures.Using methods of Analytic Hierarchy Process(AHP),Literature Study,Expert Interviews and so on,I decide to establish an evaluation system with three layers: Taoism Cradle,Clear Water and Danxia Landform,Ancient Cliff Tombs are the middle layer,and the projects are the third layer.Under the help of APH,the system goes through consistency checks.This research provides both digital evaluation and detail evaluation.Digital results show that:(1)The image performance is 3.996,good,should keep and strengthen.(2)Taoism Cradle Image is 3.884,but the lowest among the three core resources.(3)Clear Water and Danxia Landform building performance is 4.185,the highest.(4)Ancient Cliff Tomb resource gets 4.095,medium among the three resources.Details performance results are:(1)The core resources have gained attention and recognition,but the degree of each project(attraction)vary.(2)Ancient Cliff Tomb resource need studying and digging more compared to the other two.(3)The environment is very good,especially the natural environment and ecological environment,the disadvantages are mainly on tour guide service and management.