Study On Urban Tourism Destination Positioning

Under the background of fierce competition of urban tourism destination, more and morescholars begin to do research on urban destination image. Yet, most domestic research abouturban tourism destination positioning are qualitative analysis, model construction andempirical research are still not enough.This paper use tourism image positioning model, summarize the positioning process,build scale about tourist destination image positioning. Pick up the orientation factors of Xi'anurban tourism destination image.discuss the Advantage and shortage of Xi'an urban tourismdestination image.point out the development strategy of Xi'an tourism.Based on the analysis, we got the structure equation model figure；point out thatdestination image, emotional image, perceived cost can affect visitors' satisfaction. The resultof path analysis shows the causal reelationships between variables, proves that image haveinfluence on tourist's satisfaction.Based on analysis, Xi'an tourism image position should reflect the core for: oriental ancientcapital.At last, this paper points out the method of construct Xi'an's tourism developmentstrategy.