Research Of The Measurement To The Destination Image On Tourism In Xi'an, Shaan Xi

As the development of the Information Age and tourism industry,tourism image not only has an important influence on destination competition power,but also has the key effect on the marketing of destination.It has been the hot spot of theory study,especially,the study on apperceiving measurement and behavior model of tourism image has turned into one of pop topic in overseas.In our country,several researches still focused on the destinations' image planning and spreading,of course,they have got abundant achievements,but the question is how to run an mature destination image according to the feedback from tourists in the time of post-image, especially in the destination that has already launch its own image,and the image has partly accepted by the tourists.Thesis emphasizes on the management and marketing to a mature image, revision to the deficiency,rather than planning and designing to obtain more sustainable competitive advantages.At the beginning of in the research,a tourist decision-making conceptual model based on destination image has been established,and the study hypothesis is presented.It's expected to search out the more effective market ditch,and also can look for the worthy target tourists according to the different feature.The research introduces the multivariate statistics techniques,such as Correlation Analysis, Factor Analysis,and Path Analysis.Subsequently,the scientific and practical model basing on destination image is confirmed, What is more,destination image is a direct antecedent of the tourist's post-purchase behavior, intention to return and willingness to recommend the destination.The role of image as a key factor in destination marketing is thus confirmed.The above contents elicit marketing and management suggestions.The case study choose the city Xi'an,a representative of destination based on cultural heritage,sending out questionnaires,making statistical tables and charts.The analysis divides into three dimensions:basic product's image,activities,infrastructures and socioeconomic environment,just emphasizing on the basic product's image,constructing the tourism resources,is useless to the destination's image.During they will cognize and agree the image,then the image could help to improve the management and stimulate repeat purchase behavior and the willingness to recommend the destination.The research center about destinations' image and spreading image basing on resources to the one of marketing image management centering tourists' apperceiving.