A Study On Urban Tourism Image Promotion System

Has experienced source-driven period, market-driven period, the tourism industry has already been in image-driven period. Proper tourism image can be the core attraction of a tourism destination. Research on destination imege has been a popular academic domain in western countries, while similar study slowly developed in China after 20 years. Especially to a particular comprehensive tourism carrier like a city, which is far behind what has happened in practical research. So it's eagerly to do both theory and practical research on urban tourism image in China.Comparing to many foreign and domestic definitions about destination image, this article concluds several structural essentials and characteristic variables and builds a comprehensive urban tourism image promotion system composed by three subsystems of the objective image-the landscape image, the media image-the marketing and communications image, as well as the subjective image-the image of perception. In this model, the landscape image is the physical foundation of urban tourism image. The marketing image is way to communicate the object and subjective image. While the subjective image is a psychologic scale after the trip, which can feed back to the modification of the urban tourism image. After discussing the interactive process of their relationship, the author takes Chongqing for an empirical case, uses this system to diagnose the current problems of its urban tourism image, and ultimately advices the promotion strategy framework of Chongqing's urban tourism image.In this paper, innovations lie in three aspects:The first innovation comes from the visual angle. The author thought the core function of image is to advocate for people's way of life. Every city is alive filled with vivid people, rather than a pile of silent spots, advanced urban tourism image should be initiated by a local image that can reflect the way of life and make local residents benefit from tourism development. Only when local residents applaud the way to enjoy the city, can the city be possible to achieve a virtuous circle of tourism development.The second innovation is from the contents. The author considers the image of city as the core urban tourism image, and then build the urban tourism image promotion system based on the relationship among the object image, the media image and the main image. This article holds that to enhance the tourism image of tourism should respect the autonomy of the growing consumer behavior, tourism industry development trend has become more sophisticated, and timely to expand the breadth and depth of the image to form a more inclusive image and market coverage, with the ultimate aim to achieve the service function of the tourism industry rather than its primacy.The last innovation comes from the research results. According to the essence of tourism image, the author designs two image slogans surrounding the idea of " The Temper of Chongqing".