Research On Performance Evaluation Of Regional Tourism Image

Image has become a noticeable matter along with the coming of "Image Era". Therefore, a new image-oriented planning idea is coming forth after the resource-oriented and the market-oriented planning. Confronting the wave of tourism image planning in all-level regions in spite of huge expenses, evaluating and upgrading the performance of regional tourism image, encouraging planning of tourism image to go rationally and exact use of the symbols of image, accelerating the target of the regional tourism plan to be achieved and enhancing the management of regional tourism image have been an academic and practical proposition in the development of regional tourism image.Based on the analysis of the domestic and international literatures on tourism image, a comparatively complete system of evaluating performance of regional tourism image is built up related to human geography, tourism geography, psychology, marketing, and advertising, etc. In addition, this system is used to evaluate the tourism image performance of the 12 provinces in the Valley of Yangtze Rive, and some measures and suggestions were put forward to improve the performance in the end. This thesis is divided into five chapters.Chapter one is the introduction. It mainly expatiates on the background and significance of the study, the present condition of domestic and international relevant research and the framework of the thesis.Chapter two is the theoretical foundation of the research. Many theories play important roles in guiding the research, including the theory of tourism lifecycle, distance decay theory, the selective cognitive theory, the theory of tourism image generation and dissemination, and marketing& communication theory, etc.Chapter three is the concept discrimination and the establishment of the evaluation index system. It mainly discriminates the interrelated concepts about performance of regional tourism image which is considered includes cognitive performance, management performance, communication performance, and market performance and brings forward the concept of tourism image performance index. Besides, a relatively complete system of performance evaluation index of regional tourism image is built up based on the analysis of those above factors.Chapter four is a demonstration study on the performance evaluation of tourism image of the provinces in the Valley of Yangtze Rive. Using the system of performance evaluation, the present writer evaluates the performance of tourism image of 12 provinces in the Valley of Yangtze Rive according to the related statistics and data, and gives some suggestions on improving the regional tourism image performance.Chapter five is the conclusion. This chapter summarizes the main conclusion reached in the research of performance evaluation of regional tourism image and puts forward some questions that need further study.