Based On The Awareness Of Tourists "shadow Zone" Of Urban Tourism Image Research

With the further development of the tourism industry, tourism image research has become one of the main bodies of academic research. The construction of tourism image becomes more and more attractive to various countries and regions in the world, which includes not only the hot tourist spots and tourism "shadow area", even shadow areas desire to develop tourism more urgently and strongly. This study takes the urban tourism image of tourism shadow area as a starting point, from the perspective of tourist cognition, combined with practice and analyzing existing models, in order to build the theory model of tourist cognition of"Shadow Area" urban tourism image.The process of the research:Firstly, by collecting relevant documents, with problems of "Shadow Area" urban tourism image in practice, the research choose the topic. Secondly, with the comparative analysis of previous research results, combined the features of tourism shadow area, the research proposes the theory model of tourist cognition of "Shadow Area" urban tourism image. Thirdly, the research does questionnaire survey about tourism image in Changzhou, using factor analysis, correlation analysis and multivariate analysis of variance of spss software to test hypotheses outcome. Finally, with data analysis and theory model, the research proposes establishment countermeasures and slogans of tourism image in Changzhou.The main conclusions of the research as followed:Firstly, from the perspective of tourists, the research divides the factors of tourist cognition into subjective factors which include previous experience, tourism motivation, demographic characteristics of social statistics, and objective factors which include primary source of information, the marketing of the tourism destination and so on. The tourism image contains cognitive image, emotional image, the overall image, which constitutes the theory model of tourist cognition of "Shadow Area" urban tourism image. Secondly, combined with results of previous studies, this study refers to the overall image which is not the simple addition of cognitive image and emotional image, but includes a broader meaning. According to theoretical assumptions and data analysis, the cognitive image will have a significant impact on emotional image, cognitive image will have a significant impact on the overall image, and emotional image will have a significant impact on the overall image. Thirdly, according to tourism motivation, this research divide the tourists into tourists for knowledge, tourists for delicious food and social communication, and tourists for leisure. Among them, tourists for knowledge are more relevant to "services and travel costs", "tourism environment and beautiful scenery" and overall image, indicating that they require these conditions highly and pay more attention to them;tourists for delicious food and social communication have more significant correlation to "public facilities and social communication", emotional image and overall image; tourists for leisure are more relevant to "tourism environment and beautiful scenery" and overall image, indicating that they are more concerned about them and during the travel they have higher requirements of "tourism environment and beauty"Finally, the topic of the research innovation as followed:First, the research perspective level, in the domestic and international tourism areas, more and more academic work of the tourist image has been done for more tourist hot cities or the regions and less tourism shadow areas. The research starts with the tourist cognition of urban tourism image from the tourism "Shadow Area" point of view. Second, the theoretical innovation level, combined with previous studies, the research refers to the theory model of tourist cognition of "Shadow Area" urban tourism image. Third, Research empirical level, the research takes Changzhou as an example of the empirical study of "Shadow Area" urban tourism image, proposing a clear positioning in Changzhou and the corresponding marketing strategy. That is the first topic of "Shadow Area " city tourism image and marketing problems. The establishment and empirical analysis of the model provides for the building of tourism image of the same type "Shadow Area" to provide theoretical and practical guidance.