A Study On Cognitive Model And Development Strategies Of The Domestic Destination Image Of Beijing

At present, most of domestic studies on destination image are qualitative studies; few of them probe the impact factors of the destination image and their influential force by using quantitative methods. This paper takes the destination image of Beijing as the object of study, and examines travelers' cognitive image of Beijing by questionnaire survey. Then it utilizes factor analysis to extract the key influential factors of the destination image of Beijing and their each component scores, and forms the cognitive model of the destination image successfully. Moreover, the outcome of the survey also highlights the high quality of the brand image of Beijing, which brings the author to put forward the branding development strategies of the destination image in Beijing. It suggested we should build the "Perfect Combination of Classicality and modernization" image of Beijing and develop it continuously, and also gave some good advices about the brand building, brand communication and brand practice, with the expectation that it can provide useful reference for the improvement of the destination image in Beijing.