Study On The Positioning Of Qamdo As A Tourism Destination Based On Tourism Destination Image Perception

Tourism destination is an important geographical space for tourists to carry out tourism activities.The positioning of tourism destinations directly affects the survival and development of tourism destinations.In particular,with the increasing competition in the tourism market,the importance of positioning tourism destinations has become increasingly prominent.Based on the on-the-spot investigation and analysis of tourism development in Qamdo,it is understood that tourism development in Qamdo has obvious problems of unclear positioning of tourism destinations.As a result,the surrounding areas have had a significant screening effect on tourism development in Qamdo.So the location of tourism destinations in Qamdo is considered as a core research issue in this study.It aims to select proper tourism destinations for Qamdo and to achieve the upgrading and development of tourism in Qamdo.This study mainly uses tourism destination image perception and positioning related theory,combines on-the-spot investigations and content analysis methods to study the basic situation and tourists' perception of Qamdo,on this basis,the destination quality,tourist demand and competitive tourism destinations of Qamdo are determined.Then,based on the target market-based destination positioning model,the positioning of Qamdo is determined.And analyzes the challenges that this positioning may face and the development strategy that should be adopted to achieve this orientation.The main conclusions are as follows:First,the tourism market in Qamdo has continued to develop steadily.Tourism has become a new growth point and advantageous industry for Qamdo the national economy.Second,on the one hand,Qamdo is geographically supported by the Hengduan Mountains and Three Rivers(Jinsha River,Nujiang River,and Lancang River),has outstanding plateau characteristics.,on the other hand,Kham culture and rural tourism resources are rich in types;Third,the main demand of tourists is natural landscape with regional characteristics of Tibet,at the same time,there are obvious in-depth and experiential demands for pastoral scenery and special cultures in agricultural pastoral,but this demand has not been met.Tourists' demand in Qamdo converges with other Tibetan tourism destinations,Therefore,tourism development in Qamdo will face extensive competition from Tibetan areas.Fourth : “Hengduan Mountains,Snowy Plateau,Kham culture,Tibetan village” is the tourist destination image positioning of Qamdo.Tourist destination market positioning is"The basic source market based on Qamdo and surrounding areas,the important source markets are Nagqu,Lhasa,Shannan,Linzhi,Qinghai and Sichuan.the expanding source market is Chengdu,Chongqing,Guangzhou and other domestic large and medium-sized cities,opportunity market is other domestic market and overseas market ”.”Magical Nature Museum,The mysterious Kham minority ecological culture” is the tourism product positioning of Qamdo.“World-wide Kham Cultural Characteristic Eco-tourism Area”is the tourist destination functional positioning of Qamdo.Fifth,Qamdo' s tourism destination positioning may be challenged by its own tourism infrastructure,service facilities,cultural and ecological environment,and understanding level from tourists and managers.Based on this positioning to realize the sustainable development of Qamdo,we must adhere characteristic and refined development path to realize the overall planning from product development,infrastructure construction to marketing under the guidance of the government.