Research On The Promotion Of Yangzhou Tourism Image From The Perspective Of Host-guest Interaction

The distinct and unique image of the tourist destination is very important for the development of regional tourism.With the rapid development of the economy,the demand for tourism has become more and more vigorous,and the demand for tourist destinations has become higher and higher.In order to gain a place in the fierce competition in the tourism market,especially for those destinations that are solidified in the image of tourists,they will increase the novelty of tourists through appropriate rich innovations in the image of the destination.It is an important measure to increase tourist satisfaction and revisiting rate.As a representative historical and cultural city,Yangzhou is rich in tourism resources and has always attracted domestic and foreign tourists to visit.However,in recent years,the speed of development of Yangzhou tourism has slowed down.On the one hand,the rise of the tourism industry in surrounding cities has diverted tourists.On the other hand,it is also related to Yangzhou's own reasons.Tourism products lack competitiveness,their own image positioning is single,and the light season is obvious.This has seriously hindered the long-term development of Yangzhou's tourism industry.Through the in-depth analysis of the image of yangzhou tourism,and the introduction of the concept of host-guest communication,the promotion of yangzhou tourism image to carry out a new exploration,which is to promote the long-term development of the historical and cultural city represented by yangzhou is of great significance.This paper mainly adopts the questionnaire investigation method.The domestic tourists who came to Yangzhou for sightseeing are the objects of study.Firstly,the research hypothesis is put forward,that is,assuming that the three dimensions of host-guest interaction and tourism image,namely cognitive image,emotional image,and overall image are all significantly positively correlated,and then through exploratory factor analysis,The cognitive image of Yangzhou tourism is divided into five dimensions:tourism core resources,tourism facilities,tourism management,tourism environment,and residents 'styles.Host-guest communication is divided into three aspects:willingness to communicate,perception of communication,and degree of communication,and then the hypothesis test is conducted.By using correlation analysis and regression analysis,the relevance of the three components of host-guest interaction and tourist image is verified.The conclusion is as follows:the three aspects of willingness,perception and degree of communication have a significant positive impact on the tourist environment,the appearance of the residents,and the emotional image and the overall image of the tourism cognitive image.Communication perception and degree of communication have a significant positive impact on tourism core resources and tourism management,and the willingness and degree of communication have a significant positive impact on tourism facilities.In addition,the differences in the individual attributes of tourists will also have an impact on the perception of host-guest interaction and the image of the tourist destination.According to the conclusion of the study,combining the actual situation of Yangzhou tourism development,this paper discusses how to improve Yangzhou's tourism image from the perspective of host-guest interaction.Mainly from planning the city landscape,building tourism products,optimizing the tourism environment,creating a good host-guest atmosphere,enriching the tourism image and innovative marketing and promotion methods,so that tourists can feel more comprehensive and vivid Yangzhou tourism image.