Theoretical And Methodological Study On Measuring Tourist Destinatian Image

Despite growing interest and efforts, tourist destination image (TDI) studies in Chinahave still been suffering from the lack of reasonable measuring modes andover-dependence on place analysis.The purpose of the study is to find a satisfactory way to measure tourist destinationimage (TDI). The research focus is two-fold: supporting theories and applicablemethodologies. Firstly, based on insights into the conceptualization and dimensions,components, formation process of TDI and factors influencing it, the study establishesthe Dandelion Model of TDI and the Conceptual Framework of TDI from AMeasurement Perspective, which provide a guideline to TDI measurement.Consequently, taking into account the strengths and weaknesses of both western andChinese TDI measuring modes, the study develops a Tri-dimensional Model forMeasuring TDI, which argues destination image be identified through systematicexamination and comparison of fact image, projected image and perceived image.Meanwhile, the realizing techniques for each measurement dimension are in taxonomy,hence enable the model to reach a practicable level.The study adopts Yangshuo as a case to test the Tri-dimensional Model and the relatedtechniques. Fact image is identified through place analysis and product series analysis;projected image is measured using content analysis to internet information, promotionalmaterials and tourism administration interview. As the core of the measurement,perceived image is explored by a structured- unstructured questionnaire survey and thesubsequent statistical procedures (descriptive statistics and factor analysis). Thetri-dimensional measurement shows that the image of Yangshuo is "paradise of sceneryand leisure", and is positive to a great extent. The empirical study has proved the validity of the model, and serves as an example for measurement practice.Based on the theoretical and methodological study on measuring TDI, the paperdraws the following conclusions: the measurement of TDI should be conducted on asolid theoretical foundation explaining the components, formation process andinfluencing factors of TDI; Tri-dimensional model is a valid mood for measuring TDI;place analysis and content analysis are efficient methods for measuring fact image andprojected image respectively; a hybrid utilization of structured and unstructuredmethods is the best way to capture perceived image; media orientation is a majordeterminant to perceived image.