The Research Of Destination Scenery Experiential Value Based On ZEMT

The real GDP per capita of our country has been more than 7000 dollars, travel becomes a necessity in everyone’s life and the cost in travel is more and more popular to the public’s daily paying. In this time, travel will be a tendency which is a frequent activity. The market developers of travel pays great attention to the places with interests, which means that even though there is only a beautiful scenery in a picture, it will lead to a new attraction. The scenery is culture in some aspect, it belongs to geography before and it also causes lots of discussion in the field of literature, art, landscape and so on, but there is less discussion about travel from the aspect of geography. Maybe this situation is caused by the nature of geography,which has a precise core but also a blurry concept definition. In fact, what scenery to travel is what bait to fish. With the uniqueness of tourism discipline considered, the writer tries to put the destination-scenery concept forward in the way of post science and have empirical research with international advanced method, which is Zaltman Metaphor Elicitation Technique.At first, there is a review about the involved literature. The next is the definition of destination-scenery concept from the view of post science. The destination-scenery of the travelers, the governors of the plot, the native inhabitants and the researchers is the same one in theory. And this is also the basic of this paper. The scenery is the expression of culture and introversion and abstraction are the inherent characteristics of its definition. So this research analyzes the responses from some people in the target population with ZMET, which is better than the traditional methods in digging up the travels cognitive and emotional demands hidden in the bottom of their heart to the destination Fengdu’s scenery.This is also why the writer chooses the design and analysis of ZMET to be the point ofthis paper. After the sample selection and preparation, there is a deep ZMET interview. From this interview, the concept and connection of Fengdu are clearer than before, the map of mental consensus about Fengdu of the interviewers could be painted in combination with the value and purpose chain. Then, the researcher finds that the interviewers’ experiential value perception can be summarized as the following seven words: regret, mystery, excitement,primitiveness, ecology, higan and enjoyment, which have become the major objects of the travelers feelings. At last, the practical advices have been put forward for the tourism of Fengdu’s development.