Research On Perception And Influencing Factors Of Rural Tourism Destination Terrain Image In Zhuozi County

After the 19 th National Congress of the Communist Party of China proposed the rural revitalization strategy,the Party Central Committee and the State Council included rural tourism as an important link in the "three rural" work and rural revitalization strategy layout,and jointly issued a series of policies with relevant departments such as rural revitalization,culture,and tourism to ensure the development of rural tourism industry.With the strong support of the country,the number of rural tourism in China increased from 800 million to 3 billion from 2012 to 2019,showing a thriving trend.Within the territory of Zhuozi County,Ulanqab City,Inner Mongolia Autonomous Region,there are various types of alpine grassland customs,with strange mountains and waters covering all four regions.The county seat has a profound cultural heritage and a simple humanistic atmosphere,which is highly favored by surrounding tourists.Building a distinctive tourism destination image is the key to maintaining an advantage in the fierce market competition where the tourism destination is located.This article is based on the tourism resources and actual development status of Zhuozi County,and takes the rural tourism destination image of Zhuozi County in Ulanqab City as the research object.Through on-site research,questionnaire survey,online text analysis,and other methods,it analyzes the existing rural tourism destination image of Zhuozi County,explores the factors affecting the image of rural tourism destinations in Zhuozi County,and strives to provide valuable suggestions for improving its rural tourism destination image,Promote the vigorous development of rural tourism in Zhuozi County and Ulanqab City.This article is based on research on tourism destination image both domestically and internationally,using Zhuozi County as a research sample.The collected online travel notes and comments are organized and analyzed using ROST Content Mining 6.0software.By summarizing and refining high-frequency words,a tourism destination image of Zhuozi County based on tourists’ emotional attitudes is found.Obtain basic data by distributing survey questionnaires to tourists.Through factor analysis of 17 indicators of tourists’ perception through demography statistics,four components are obtained: hardware facilities,emotional identity,overall evaluation,and willingness to revisit.Based on the perception of tourists,analyze the dimensions of hardware facilities,emotional identity,overall evaluation,and willingness to revisit.A correlation and difference analysis was conducted on the six indicators of the hardware facilities component,four indicators of the emotional identity component,three indicators of the overall evaluation component,and four indicators of the willingness to revisit component of the rural tourism destination in Zhuozi County.The conclusion is that age and monthly income have a negative correlation with the components of hardware facilities,occupation has a positive correlation with the components of hardware facilities,occupation and the number of trips to Zhuozi have a positive correlation with the components of emotional identity,occupation has a positive correlation with the components of willingness to revisit,and the source of tourists has a negative correlation with the components of willingness to revisit.Based on the research results obtained from data analysis,corresponding countermeasures are proposed from four aspects: the perceived image of basic tourism services,the perceived image of cultural value,the perceived image of infrastructure construction,and the perceived image of tourism promotion,The purpose is to enhance the image of rural tourism destinations in Zhuozi County and maintain the sustainable development status of tourism in Zhuozi County.