| As the result of history and tourism development, tourism image is not only the key of the management of sustainable development strategy of the travel destination, but also affect the market competitiveness. The research of tourism image has long been the focus of theoretical studies, especially in-depth study of the tourism cognition image and tourists behavior is the one of the most popular topic.Although the research of tourism image is developing and achieved some success, the domestic research has always been based on domestic tourists and international tourists in China. Due to the shortage of language, time and cost and other reasons, the research of international potential travelers was relatively weak, so this paper is the one to make up.Full text of this paper is divided into four parts:The first part, which is introduction, introduces the research background, significance, methods and technical route.The second part introduces the research status. The reseach of tourism destination image and tourism cognition was analyzed, and some relevant concepts were identified based on a large number of domestic and international travel information.Tourism cognition behavior of the U.S. college students was analyzed through questionnaire in the third part. Quantitative analysis was based primarily on the questionnaire of the Central Washington University students in 2006-2007 provided by teacher Zhao, and descriptive statistics and correlation analysis of questionnaire is provided use SPSS.Mainly conclusions were following:1. The overall cognitive appraisal of tourism image of the American college students was:Antiquity> Mystery> Interestingness> Civilization> Advanced> Security> Order> Friendly> cleanliness. This showed that the monopoly of our long history, natural beauty, tourism has been recognized by U.S. college students, but the imbalance was also existing in students'recognition of the large tourism resource, tourism service quality, and less-recognized of tourism environment. Our service quality and environment protection needed to the world level, and tourism destination resources was rich or not does not necessarily determined by students' overall understanding of good and bad destination.2. The cognition of our large tourist city differences between American .college students. The earlier ourism city had larger well-known than the late development city, the same to a coastal cities of good economic foundation and the developed World Trade contrast to a city in inland because of the political, economic and trade.3. The cognition of U.S. college students against to tourism resources of China was much more in cultural tourism than in natual. In addition to a few earlier developed and international reputation tourist attractions in China, other tourist attractions of international brands have not yet established.4. The cogonition of U.S. college students against to same tourism image of China was significant difference because of different gender, age, education, travel mode, the wonder of China, motivation and interest. It was show that the statistical factors and psychological factors play an important role on students'cognitive behavior. The material basis of cognitive behavior is tourism objects, tourism body (students) play a leading role in the travel destination image, in the next place, these factors can be used as the criteria for market segmentation.5. China has huge potential international tourism market. A random sample survey of U.S. college students showed that: the number never been to China accounted for more than 95% of the total, while that of students interested in China accounted for more than 61%. Therefore, we can attract more international students travel to China through product development and marketing management against to the market of international students.Some suggestions, which are how to improve tourism support environment, to expand the international tourism market, to brand concepts, to pay attention to the word viewpoint and network market, were provided in the fourth part based on the third part through the travel cognition behavior of U.S. college students.The unique of this paper are following:(1) The research object is United States college students,who are potential source market. This work makes up of Chinese international tourism market research, also provides a more detailed, specific suggestions for publicity promotions of Chinese tourism in abroad.(2) Real data is used in this paper, empirical research method, to U.S. college students, for example, subjective and objective factors, which affect the tourism cognition of tourist are analyzed, and the cognitive behavior model of U.S. college students is obtained.(3) Practical suggestions are provided in this paper based on the analysis of cognitive behavior of U.S. college students, and combined with the development status of Chinese tourism. |
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