| Destination image is a key factor to the tourist destination choice. The object of regional tourism image is area, and there are two main subjects, one is developer and the local government who make image on the region, the other is tourist who perceive the image, but tourists come from different regions. Tourism image depends on internal differentiation between local and the percipient, so we can think that regional tourism image is decided by the developers and tourists, they seem a one-to-one contradictions, but we can think fatherly they is a pair of one to many complex contradiction (such as market is divided many by the distance of tourism sources). Clear tourism image is important for the development of tourism destination, and the competition of tourist destination is more of tourism image at present. How to locate tourist image, spreading image to farther, or by different circle, to avoid the shielding due to specific reasons, have very important significance. With the competition of space, the understanding of the shielding phenomenon is much important, but due to the difference of resource value, development time, popularity and reputation and so on, cause one or a few tourist destinations shielded in another tourist destination, thus limiting the development of shielding areas. The earliest shielding tourist is located in the way on the transmission of tourist image.Therefore, many scholars have researched the shielding phenomenon, from destination and tourists' angle. They have studied out the image shielding and image increased theory, tourist attractions image shielding theory. However, as the correlative research being more deeply, the new problem comes. A regional tourism develops slowly, and regional nature image stays deeply in tourists'mind, to hard to change. Even the local also have not a clear area image positioning. Locals don't know or don't consciousness, tourists also do not think so, but it objectively exists some possible. In order to develop tourism, the government could shape the new regional tourism image, the new image can be located as induced image, induced image in the future could be developed into a new natural image, but for now. the two image exist the very big difference, both between of great differences. We can not explain this phenomenon by the original tourism shielding theory.The author investigated tai er zhuang ancient city personally on winter vacation in 2010, through talking to the tourists, and at the same time on journey I talked with passengers founding the phenomenon that is natural image of Zao Zhuang (warfare land) covered the induced image (ancient city of jiangbei town, the canal city), this thesis by field investigation, on-the-spot interview, questionnaire survey, through writing practice result, and to read and refer the information provided by the Zao Zhuang Tourist Administration, research the Zao Zhuang tourism shielding image phenomenon. Hoping through this study, I can find another kind of tourism shielding image rational view, at the same time I can find a way out of the tourism shielding image phenomenon.This paper states the aim of this research, significance, methods and the research background, to summary civil and abroad study, the tourism covered theory, the perception of tourists on the regional tourism image, social consciousness theory which are related theory on the basis, and summarized the connotation of the regional tourism image, basic type:regional tourism natural shielding image, the regional tourism induced shielding image, the image shielding of the regional tourist.Take the Tai-er Zhuang ancient city in Zao Zhuang for an example, analysing Zao Zhuang tourism shielding image deeply and giving some suggestions.With the natural image to locate the regional tourism image, they can avoid self-tourism shielding image.For the similar tourism phenomenon of Zao Zhuang and by major natural disasters or serious accidents influenced area, the regional should reshape the image promptly, deepen tourists'image perception. When locating regional tourism image, we should make the best of urban fabrics and the general configuration resources, and set clear tourism image. |
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