A Study On Urban Tourism Image And Differentiation Of Image Positioning

Since the mid-1990s, the study of Tourism Destination Image has become one of the popular areas in tourism study in China. The concepts, like "tourism positioning", "marketing of tourism image", "tourism image planning" and "urban tourism image", are being focused on widely, and also have got valuable achievements. Everything has two sides, there are some lacks in the following aspects within these studies:①too much attention has been paid to application studies in the area, and methods almost refer to CIS, lack of innovation.②most studies of urban tourism image are a kind of qualitative analysis, lack of quantitive analyses based on market investigation.③many studies about positioning strategies of tourism image are viewed from the destination planners themselves or just from the aspects of destinations, less analyses are studied from the side of tourists.The dissertation is studied in the tourists' aspect, on the image construction, gives a new method to the city positioning study, and wish could make the spirit of human to live with nature harmoniously come ture, with a theories of multi-discipline like psychology, perceptive geography, communication and aesthetics.This disseration is composed of five sections as following described. Section 1 reviews the relevant literature, sums up the achievements in these fields, and establishes the hypothesis, which needs proving and the methodology, which this dissertation follows. Section 2 focuses on some basic concepts and several relevant theoretical devices, such as the theories of image, urban image, and positioning. And make the analysis of the relations between tourism destination image and city image. Section 3 is a case study of Shanghai, which is based on a market investigation and analysis the tourists' cognitive image condition. The fourth section is to verify the differentiation strategy of Shanghai urban tourism as the "Wonderful City", and the feasibility, compared with other domestic and worldwide popular tourist cities. The final section is about a conclusion, the limitation of the paper, and the fields into which further study should be carried out.