An Analysis Of Marketing Image Of Tourists Apperceiving Satisfaction In Scenic Spots

Nowadays the research and practice on the destinations' image planning has got abundant achievements, but hasn' t met tourists' satisfaction, such as the image of a typical and representative one, Wulingyuan scenic spot, which relying on tourism resources. Because tourists' apperceiving image factors aren' t paid more attention in that days, and the apperceived concrete satisfaction degrees of the destinations' concrete images are much lower than that of the destinations' total impression. The apperceiving concrete image factors are the impression united by the subjective and objective image, during they cognizing and evaluating the scenic spot. Furthermore, the most important factors for tourists can help the scenic spot to improve the tourists' apperceiving image and develop the satisfaction management. This example show one point that: the research center about destinations' image should be changed from the region of positioning image and spreading image basing on resources to the one of marketing image management centering tourists' apperceiving. Therefore, a formula for satisfaction management aiming at tourists' apperceiving, which is S=C_z+V_f+V_g. In addition, the tourist will engender two layers of satisfaction, such as the total impression and the specific evaluation, which will severely influence the tourists' revisiting-decision and mouth-to-mouth decision. Thus a marketing management model of image is induced for the first time, and also is proved. Through applying this model to the tourists' image management, the scenic spot can search out the more effective market ditch, and also can look for the more worthy target tourists according to the different society-demography feature.