Research On Yenan Tourist Destination Image

Today tourist destination image plays an increasingly important role in producing an aspiration for tourist scenery and in stimulating the tourist activities, which is of great significance for tourism sustainable development.Yenan tourist zone belongs to Central Plain ancient cultural district, situated in the triangular area of three large major tourist zones of our country: Central Plain ancient cultural tour district, the Inner Mongol grassland and customs tour district, Silk Road cultural district. But because of the special position during the revolutionary wartime of Yenan, with regard to Yenan, most people tend to link it to "the holy land of revolution". It seems to be insufficient. The author argues that the most serious problem that Yenan tourist industry is faced with is the lack of distinguishable tourist destination image, which should be solved urgently.In this thesis, firstly, through analyzing and summing up kinds of tourist destination image concepts, the author restates in theory tourist destination image concept, the structure of which is classified and analysed. Secondly, based on the analysis of Yenan natural and humane environment, the thesis offers a new tourist destination image positioning of Yenan. Finally, the author come up with some suggestions that can strengthen the propagation of Yenan tourist destination image in line with the effective principles.The whole thesis is divided into six parts:Part one: comparatively systematical definition of the concept system of tourist destination imagePart two: analysis of the key elements of Yenan tourism destination image, including urban natural geography background, humane background, tourism receptionsystem, classification and estimate of tourism resources of Yenan , etc.Part three: analysis of on-the-spot questionnaire which is designed to investigate the current situation of Yenan tourist destination image, the key elements that forming tourist destination image, the tourism information resources, and so on.Part four: reorientation of Yenan tourist destination image and the tourist products, new development of MI, VI, BI by which to strengthen Yenan tourist destination image, and the plan of the Yenan tourist products development. All the analysis is based on analysis of Yenan natural and humane environment.Part five: positioning of Yenan targeted domestic and overseas key market, targeted basic market, chance market, and the characteristics of every market demand on the basis of investigation statistics.Part six: analysis of the importance of propagating tourist destination image and suggestions to strengthen propagation of Yenan tourist destination image, innovations in this thesis:(1) On the basis of former experience, defines the tourist destination image concept again, and analyses Yenan natural and humane environment which tourist destination depends on (2) According to the latest tourist resources' classification and estimate system, more than 300 tourist resources are classified and 48 tourist resources among that are graded. (3) Reorienates Yenan tourist destination image and Yenan tourist product, offers the corresponding plan that aims to strengthen Yenan tourist destination image and to promote the tourist product.