A Theoretical And Empirical Study On The Shielding Of Tourism Image

In recent years, with the continued development of reform and opening up, the steady improvement of market economy, and the progressive transformation of social management system, the important role of tourism industry as an economic growth point is continuously emerging and tourism industry in china has entered a new period of rapid development. According to the forecast of World Tourism Organization, in 2015, China will be the biggest tourism host country, the fourth tourist country and the biggest tourism domestic market. Under the rapid development of the tourism industry, China has ushered a surge that the scenic spots get into a period of quick exploitation and construction, also the scenic spots of all types and various grades has entered a phase of strong development. With the establishment of these scenic spots, the competitions between these become more intense. In the fierce market environment, the competitions gradually change from the rigid competitions for resources to the soft-power ones like products, marketing and so on. The operators of scenic spots will take more on the audience in the market. It becomes their focus to satisfy the tourists and make them form a good image. Therefore, as the visual representation of the tourism destinations in the tourist heart, the tourism image has played a psychological perception of tourists and the important role of consumption, it also becomes the soul of tourism destinations to attract tourists. Thus, from the terms of slogans to the marketing, or from services to experience, the competition of tourism destinations sounds the horn of the building of tourism image.However, because the building of the tourism image in our country starts late, there appear a lot of problems in the current tourism image. Whether it is called "shadow zone", "gray area", or "the asymmetric of image", provided the tourism image results that the tourists have some problems in perceiving the tourism destination, the author unified calls these as "the shielding of tourism image", and guides the research conducted for this article.Firstly, the author sorts out the academic literature and existing theory of the tourism image, take the conduction process of the tourism destination information as the starting point, deduce the concept of the shielding of tourism image, explore the underlying causes of the shielding, and also sort out the logic of it clearly. Secondly, based on the previous qualitative research, the author will combine the quantitative analysis of tourism image, select the content of the Internet and travelers in the shielding of tourism image, then make an empirical research of the shielding of tourism image by the case of Chengkan in Anhui, and describe the situation of shielding by data. Finally, by synthesizing the results of qualitative and quantitative researches and combining with the reality of Chengkan, the author proposes the methods and means of breaking the shielding of tourism image.Confined the student status of the author, coupled with that the research of tourism image related to the landscape, psychology and many other disciplines, this study also exists some shortcomings, which mainly manifests in the entirety and depth of the search for the cause of shielding, and the lack of accuracy and scientificalness in the quantitative analysis method.