Study On Regional Tourist Destination Image

With the development of regional tourism planning, building a regional tourist destination image was put forward. Tourist destination image has become a very important tourism resource. All of the nations and regions where tourism greatly flourished should be of a bright and appropriate tourist destination image. Tourist destination image is tourists' perception. This thesis analyzes the factors of tourists' perception and the rules of tourists' perception process, then puts forward the method and pattern for building regional tourist destination image, and probes into the image-building of Huizhou City. The process of image building of a regional tourist destination includes four layers: basic layer, promotion layer, outside-show layer and transmitting layer. The latter is based on the former. The basic layer is the foundation of building a regional tourist destination image, which includes "place" analysis, tourism market study, tourists' perception analysis, tourist resources survey and analysis. Promotion layer is the core, which mainly involves image position, putting forward the mind identity. Outside-show layer is the key, including tourism slogan, vision planning. Transmitting layer is the goal, using appropriate transmit ways to transmit the image information to potential tourists. According to popularity, reputation and acknowledgement, tourist destination region can be categorized into five types: blur image region, dark image region, dated image region, local image region and aureole image region. On the basis of analyzing its origin formation cause, it puts forward relevant improvement measurements: building a brilliant theme image for the blur image regions, changing those factors that may have negative affect on tourists to tourist dark image regions, designing a brand-new image on basis of thorough investigation to dated image regions, promoting image to local image regions and maintaining the image to those that have a good destination image. Based on the tourists' market investigation, tourist resources inventory, tourists' perception and image competition analyzing, the thesis advances that Huizhou should build an image of "eco-leisure". It also discusses the slogan, the logo, theme images of tourist sites and image transmitting.