| Since entering the new century,China’s tourism industry has developed vigorously,tourism products have been introduced,and tourists’ demand for tourism products is constantly changing.In order to meet the diversified needs of tourists,tourism began to integrate with other related industries and sports tourism came into being.With the increasingly fierce competition in the sports tourism market,the construction of destination brand image has gradually become a problem that cannot be ignored by the official scenic spot.For tourists,a sports tourism destination brand image with characteristics is the potential driving force for choosing this scenic spot for tourism.For scenic spots,a good destination image can not only attract tourists to participate in the experience,but also improve the attractiveness of its own tourism brand.This study takes Wugong Mountain scenic area of Pingxiang,Jiangxi as a case,and uses the methods of literature,network text analysis,interview,field investigation and mathematical statistics to study the perceived image of mountain sports tourism destinations.By comparing the tourists’ perceived image with the official projected image,this paper finds out the image deviation between them,analyzes the reasons,draws a conclusion,and puts forward the corresponding promotion strategy.The main conclusions of this paper are as follows:(1)In terms of the basic information characteristics of tourists,tourists in Wugong Mountain are mainly tourists from outside the province,and tourists from the province occupy a certain proportion.Scenic area off-peak season is obvious,tourists generally choose to travel in May to August,tourism is mainly based on friends,tourism consumption is mostly less than 1000 yuan,with 2-3 days of sports tourism experience,the age structure of tourists in scenic spots is uneven,tourist groups are mainly young and middle-aged.(2)In terms of cognitive image,the perceived image of tourists is basically consistent with the official projected image,and tourists recognize the natural ecological environment and tourism services of the scenic spot.The main difference is that tourists have a higher perception of tents,hiking,mountaineering and other projects,and a lower perception of other sports tourism projects carried out in the scenic spot.At the same time,tourists have a weak perception of historical culture such as folklore and sacrifice.(3)In terms of emotional image,both the perceived image of tourists and the official projected image are dominated by positive emotions,and the perceived image of tourists is consistent with the projected image.Tourists have a high satisfaction with the tourist facilities,tourism services and natural resources of the scenic spot.Part of the negative sentiment mainly comes from the sanitary conditions of the tents and the phenomenon of facilities queuing and tourists staying in peak season.(4)In terms of overall image,the emotional images of tourists and officials are mainly positive emotions,and tourists are more cognized of the overall image created by the scenic spot.The part of tourists’ perception image is basically consistent with the publicity image of "cloud grassland" in the scenic spot,but there is a big gap between it and the publicity of "outdoor paradise".On this basis,the scenic spot should improve the part of tourists’ perception that is different,so as to improve the overall satisfaction of tourists to the scenic spot.The current problems of the scenic spot:(1)The overall image of the tent needs to be improved(2)Mountain sports are greatly affected by seasonality(3)The development of mountain sports tourism projects is unbalanced(4)Hotel related supporting services need to be improved... |
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