| Historical research shows that a distinctive and open tourist destination image has strong attraction for tourists.As the only province of tropical island province in China,under the historical opportunities such as the implementation of the "21st Century Maritime Silk Road" national strategy and the creation of a global tourism province,Hainan Island has ushered in a golden opportunity for tourism development.How to attract more domestic and foreign tourists with strong consumption ability through the optimization of destination cognition image is an important issue facing Hainan tourism industry.The purpose of this paper is to explore the influence of various factors on tourist decision making by means of literature research,questionnaire survey and mathematical statistics analysis,combined with tourists’ perception survey on the elements of the cognitive image of Hainan international tourism island.By summarizing relevant documents and interviewing with industry experts and scholars,we determine the measurement index system of cognitive image of Hainan international tourism island;through questionnaire survey and collection,get the information data for empirical research.;through SPSS20.0,descriptive statistics,reliability analysis,factor analysis,variance analysis combined with IPA analysis to draw the following conclusions.:1 The cognitive image of Hainan International Tourism Island consists of "Characteristic product and atmosphere","Service quality","Tourism Industry Management" and "Natural resource" are four factors,consisting of 16 projects.2 In the cognitive image formation system of Hainan tourist destination,tourists think that the important factors include "Characteristic product and atmosphere","Service quality","Tourism Industry Management" and "Natural resource" factor.3 Tourists’cognition of the cognitive factors of destination image of Hainan international tourism island will be influenced by different demographic attributes.4 IPA analysis shows that tourists perceive the overall image of Hainan international tourism island better."Characteristics and quality of diet "," Local prices and tourism consumption" and "Government management of Tourism " need improvement.According to the conclusion of the study,combined with the optimization and promotion of the cognitive image of Hainan international tourism island,some corresponding suggestions for tourism management departments and related tourism enterprises are also put forward. |
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