Research On The Evaluation And Improvement Strategies Of Mt.Taishan Tourism Image Based On The Tourist Perception Theory

Tourism destination image (TDI) has very good function of identification, information concentration, profit commitment and profit invitation. It's the key element that attracts tourists and the guidance of tourists' behavior, such as destination decision making, quality perception, satisfaction, and the will of revisit and recommendation. TDI is one import promoting force of destination development, and has become a hot topic of tourism researchers in and abroad. However, the carefully "designed image" by the officials or professors may not the image in the tourists' eyes, or may not the perceived image. And some tourists may even get confused, or have misunderstanding about the "designed image", others may just have quite different experiences and evaluation about it, thus leading negative influence on their decision making. Therefore, whether the TDI has internally accepted by the tourists is of vital importance. So, positioning, improving, upgrading and advancing of TDI is certainly the first thing in destination construction.Based on the surveys of Mt. Taishan tourism image, and the existing TDI theories, this thesis did pround research on Taishan tourism image. Research shows that there are certain differences among the fact image, projected image, and the perceived image of Taishan, and tourists' real perception is usually worse than the expected image. So, focusing on tourists' perception image, the paper advocated a new image positioning, "China Taishan, World Heritage", and tried to improve Taishan's tourism image and attraction through intensifing its image publicizing, optimizing its tourist products, strengthening its resource protection, and improving its service quality.