| After experiencing the early stages of resource-driven,product-driven,market-driven and marketing-driven,China’s tourism industry has entered its fourth phase,the image-driven phase.Tourism are essentially a process in which people choose to visit and experience.The image of different tourist destinations directly affects the tourism decision-making and behavior choice of tourists.Therefore,shaping a unique and distinct destination image is crucial to the destinations.Based on the literature review,this paper summarizes the feasibility of applying the GAP model to the destination image research.The GAP model is specifically designed to analyze the causes of service quality issues.When applied to destination image research,the GAP model is based on the evaluation of the cognitive image,emotional image and comprehensive image of the destination.It is considered that the destination image that the visitor expects,the visitor perceives,and the service provider’s perception are different.This paper takes the Xiamen Gulangyu as a case study to compare and analyze the image of Gulangyu,which tourists expect,tourists perceive and service provider’s cognition,to discover the similarities and differences between them.According to the survey of tourists and service providers in Gulangyu,the questionnaire was distributed on the ground in Xiamen International Cruise Center and Gulangyu Scenic Area,and the data recovery was statistically analyzed..The results show that in terms of cognitive evaluation,Gulangyu’s^natural scenery,security environment,infrastructure,health environment,service facilit:ies,and guiding information on the island,the image expected by tourists is basically consistent with the image actually felt and the image recognized by service providers;in terms of artistic values such as architecture and landscape on the island,congestion in scenic spots,commodity prices,and explanation services,there is a large difference between the cognitive image of service providers and the image expected by tourists;In terms of the degree of commercialization of Gulangyu,the image of tourists expectations and actual feelings are the most different.In terms of emotional evaluation,Gulangyu’s evaluation in different groups of people is more consistent and can make people relaxed and happy.Finally,the author compares the expectations and actual feelings of different gender groups in Gulangyu.Although the results are not significantly different,the focus of attention between men and women is different,which provides a new perspective for Gulangyu image construction. |
