The Communication Analyse Of Jinggangshan's Tourist Image Construction

With the deepening of China's economic growth pattern, tourism development has been raised to the height of the national strategy. At the same time, the competition of tourism is becoming fiercer. Jinggangshan, a famous old revolutionary area known as "the cradle of China revolution", is one of the earliest and most successful red tourism destinations. Besides, Jinggangshan is also trying to develop in other ways and to construct other tourist images constantly. After gaining qualification to apply for the world cultural and natural heritage site in2011, Jinggangshan'tourism is now at the crossing point of development. This thesis mainly analyzes the current situation and existing problem of Jinggangshan tourist image construction in Communication approach, and then put forward corresponding solutions.This thesis firstly gives an introduction to the research we will embark on, including the background of thesis-choosing, research significance, literature review concerning tourist image at home and abroad, research methodology and layout of the thesis. Then it states the concepts of tourism destinations, cultural and geographic background of Jinggangshan, tourist image and Jinggangshan's tourist image. Relative Communication theories employed to study tourist image is also discussed elaborately. Next, it analyzes Jinggangshan's tourist image building process and therefore generalizes current situation. This thesis divides tourist image building into the exploratory stage, the locating stage and the developing stage whose real situations of tourist images are analyzed respectively with detailed data. It points out that the current tourist image of Jinggangshan is a combined one of "red Jinggang""ecological Jinggang","colorful Jinggang" and "application for world cultural and natural heritage site", which lays a fundament for problems discussed in later chapters.Based on real and reliable data, the present study aims to analyze the tourist image of Jinggangshan with communication theories from these five aspects: communication context, communicator, audience, choice of media and text analysis. After careful analysis, it can be found that the existing problems in Jinggangshan's tourist image building are as follows:communicators stress subjectivity excessively, specifically, tourists'needs are neglected in communication strategy's formulation and destination building; tourist feedback system is not perfect and interactive is not strong; rely on traditional media and neglect new media; communication text doesn't keep pace with times. According to above issues, this thesis suggests that tourist-centered thinking and a relevant feedback system built. The concrete strategies are summarized:know the audience level clearly to formulate corresponding communication strategy; focus on tourists'needs to improve touring experience; build a relevant feedback system; pay more attention to the usage of new media and interactive between communicators and audiences; finally, in order to obtain good communicating effect, it is useful to formulate texts more attracting to modern audiences and open communicating obstacles of texts.