Xi'an Tourism Destination Image And Communication Studies

Competition of tourism market is fierce day by day. The shaping and spread of the image is becoming the important link, and even the key tourism charming factor, for the development of the tourism destination. Xi'an is the traditional tourist city. There are stable customer market and well industrial development model. But the attraction of the tourism industry is downing year by year and this phenomenon means that the industry development does not match the resources. So how to establish and spread the tourism image of Xi'an have become the key factors to realize the great development.First, in this paper, a large number of domestic and foreign theoretical results are consulted. Second, from the tourist point of view, on the base of questionnaire empirical method of unstructured and structured are adopted to analyze the image and spread of Xi'an tourism. And also the related problems and reasons will be pointed out. Finally, on the base of existing tourism condition, the systematic tourism destination marketing will be proposed to optimize the tourism image and spread. The "Tolerance is a great" (You Rong Nai Da in Chinese) is brought forward as a Xi'an core cultural expression to optimize destination positioning. At the same time,"Xi'an, the capital of Chinese cultural "as the slogan. Through the brand strategy and image system to optimize the image positioning, which integrate the marketing theory into tourism spread, through the positive news, the major events marketing, television and celebrity effect, network marketing and word-of-mouth marketing, internal marketing and other relative approaches to optimize the Xi'an tourism image spread.This paper is to explore the key factors which restrict the development of Xi'an tourism, and put forward effective ways. It also will perfect the Xi'an tourism development theory system and provide reference for the practice of Xi'an tourism image and spread.