| Tourist destination image is a concrete yet abstract concept in that it covers many complex details and pluralistic understanding. In the process of realizing the economic returns, social effect and ecological benefits of tourist destination, the success of destination marketing is of primary importance. And the most advanced and humanitarian tourist destination marketing strategy is image marketing, for it can balance the benefits of all parties in the game and hence great attention is paid to it.In the process of image marketing, the establishment of tourist destination image is a starting point; the acceptance and action of tourists is a finishing point; while communication will serve as a bridge, linking the previous two points. Without communication, the starting and finishing points will both be useless and meaningless. Many scholars and experts put great emphasis on the establishment of tourist destination image as well as the influence of tourists in marketing the destination. However, the communication of tourist destination is rarely mentioned and probed into (except a brief analysis did by Li Leilei), although it is an unavoidably fundamental element in the whole process.Based on the standpoint of deconstruction, this thesis re-examined the composition of tourist destination image from two perspectives: the systematic deconstruction and the elemental deconstruction. In elemental deconstruction, the thesis put forward the hypothesis of six elements, namely, the roads, edge, district, node and landmark. Then it studied the quality and quantity deconstruction as well as their individual characteristics, and defined appealing power as the ultimate aim of tourist destination image deconstruction.After a detailed analysis on the winning factors and the information value, the education value, the inner value and the tool value of image communication, the thesis put special emphasis on the various methods of tourist destination image communication, especially the multi-polar... |
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