A Study Of Suining City Tourism Image Based On Shadow Area Theory ——From The Perspective Of Tourists’ Perception

Tourist destination image is a business card of a tourist city,which affects the decisionmaking of tourists and the economic development of tourist destination.At present,with the development of social economy and the improvement of people’s living standards,China has entered the era of mass tourism.Facing the fierce competition of tourism market,cities in the shadow area of tourism need the guidance of tourism image theory to get rid of the predicament of tourism development.This paper demonstrates that Suining is a tourist city in the shadow of tourism from three spatial scales: large,medium and small.From the perspective of tourists’ perception,this paper discusses the perception differences of tourists with different social demographic characteristics and tourism information on Suining’s tourism cognitive image.Through the analysis,it concludes the advantages and disadvantages of Suining’s tourism,and finally provides practical suggestions to Suining’s tourism image so as to strengthen the attraction and competitiveness of local tourism.This paper collects,sorts out,and summarizes the documents of tourism shadow area,tourism image,tourist perception,etc.based on the research results of existing scholars and the actual situation of Suining tourism,designing a questionnaire to obtain research data.In this paper,SPSS analysis software and IPA analysis method are used to process the questionnaire data to get the research data and verify the research hypothesis.Through the above analysis,this paper draws the following conclusions: first,through factor analysis,five factors are extracted from the 16 cognitive attributes of Suining tourism cognitive image: social factors,landscape and culture,specialty and food,tourism transportation,tourism facilities and services.Through variance analysis,it is found that there are differences in the statistical characteristics of tourists’ social demography,tourists’ personal tourism information and Suining’s tourism cognitive image perception,that is,social factors are affected by two independent variables,i.e.the number of trips and stay time;landscape and culture are affected by two independent variables,i.e.the degree of education and stay time;specialty and food are affected by five independent variables,i.e.age,education,occupation,travel mode and stay time,tourism transportation is affected by six independent variables: age,education,occupation,monthly income,travel times and travel mode;tourism facilities and services are affected by two independent variables:education and travel times.Secondly,through correlation analysis and regression analysis,it is verified that Suining tourism cognitive image will have a significant positive impact on tourism emotional image and overall image.Among them,social factors have the greatest impact on the emotional image and the overall image,tourism traffic has the least impact on the emotional image of tourism,and tourism facilities and services have the least impact on the overall image of tourism.Thirdly,through the analysis,it is verified that there is a significant difference between the importance of tourists’ cognition of Suining’s tourism image and the perception of actual performance,and finds that the perception evaluation of tourists on the five factors of cognitive image from high to low are tourism traffic,social factors,landscape and culture,specialty and food,tourism facilities and services.Finally,through IPA analysis,we can clearly and intuitively understand the current situation of Suining tourism,and provide scientific and effective construction suggestions for the positioning and strategic development of Suining City Tourism Image in the shadow area of tourism,put forward the promotion strategies of building image superposition,integrating internal resources and creative tourism commodities.