Research On Tea Culture Tourism Image Of Anxi

After the implementation of the policy of reform and opening to the outside world, especially in recent years, Chinese tourism industry developing fast, the effect of tourist market segmentation is getting more and more obviously, that leads to a changing from mass tourism to audient tourism. The tea culture traveling is generated under this background, combines both traditional tea culture and tourism, causes them to develop together.The traveling image is the most important factor of the tourist destination's development. For a tourist destination, accurate localization and reasonable design is the key point for its tourist image. The academic circle established a systemic theory of tourist image, this article apply this theory in culture traveling place development research, to provide a tool, a method and an angle of view for the its management and construction. This article unifies the tourist marketing theory, the traveling dissemination theory and the landscape ecology theory, studies the tourist image's localization, design and the dissemination questions of Anxi. The article primary coverage is as follows:The first part is an introduction, introduced the research background, significance, approach and the frame of this article, as well as the study summarize of tourist image and tea culture tourism.The second part for the basic concept and theory, defined the concepts as the tourist image, the tea culture tourism, the cultural vein, introduced this article's research institute involves the CIS theory, the localization theory, asymmetrical affect theory, the traveling dissemination theory and the landscape ecology theory.The third part is the survey research to Anxi tourist image, through the study of cultural vein, the traveling launch image, the tourist sensation image and the substitution effect's analysis, obtains the main localization image and the auxiliary localization image of Anxi.The fourth part is the plan and the design for Anxi tea culture tourist image, applying the theory of CIS and landscape design, studying the visual mark image, the landscape image and the behavior image of Anxi.The fifth part is the research of Anxi tourist image dissemination, including of the traveling image dissemination's integrant part, the chosen mechanism of the audiences, the dissemination strategy and the medium choice.The sixth part is the conclusions, summarizes the main conclusion, elaborated innovation spots and the questions in this paper, then proposed the hope for future studies.