Research On Image Positioning Of Sanya Cruise Tourism Destination Based On Cultural IP Theory

Hainan Free Trade Port brings great opportunities for the development of cruise tourism industry.Sanya has a unique geographical advantage to develop international cruise economy.It will make Sanya Phoenix Island international cruise home port a cruise home port with international influence in Asia,and build Sanya into an "international shipping hub and the Cruise capital of Asia",aiming at Miami cruise port in the United States.The government to create a good policy environment,sanya cruise then usher in the new economic growth point,but as a result of cruise tourism market in North America and Europe and other western countries,the current Chinese tourists to the development of China’s cruise travel lack sufficient knowledge and understanding,and sanya as domestic well-known tourist city is also famous domestic cruise destinations,Tourists’ perception of Sanya’s tourism image mostly stays in the image perception level of "beautiful Sanya,romantic horizon",while their perception of Sanya’s cruise tourism destination is not strong.With the development of Hainan Free Trade Port,it is necessary to make an overall image positioning of Sanya as a cruise tourism destination,improve the public’s awareness of cruise tourism and promote the development of Sanya’s cruise tourism.This paper measures and analyzes the image dimension of Sanya cruise destination perceived by tourists through literature analysis,network text analysis,field research and questionnaire survey.In qualitative research stage through to the hornet’s nest site about sanya cruises travel to grab and analysis,established the visitors to sanya cruise tourism destination image perception of the main category and sub category,this article through to the cruise tourism and tourist destination through the research of the related literature combined with cruise tourism destination system components and network text content analysis results,This paper puts forward the image positioning model of Sanya cruise destination and establishes the dimension of image measurement.In order to enhance the scientific nature and rigor of this study,based on the quantitative research methods,according to the stage of qualitative research to establish the image of the perceptual dimensions and travel content related to design the questionnaire and actual investigation,and the results of the questionnaire through SPASSAU software for data processing and analysis,put forward the assumption of model validation stage of qualitative research and restoration.Finally,based on the research results of qualitative and quantitative research stage,combined with the image positioning principle established by cultural IP theory and the actual situation of the development of Sanya cruise tourism,this paper proposes "From Sanya to the world,from the end of the world to the future,witness the romance between the sea and the sky on the cruise!" The overall image positioning of Sanya cruise tourism destination,and the image promotion of Sanya cruise tourism destination in line with the development of relevant suggestions.