| The image of historic areas in modern times has always been an important concern of the experts at home and abroad. The existing study on historic areas made a lot of achievements, but most focused on the blocks themselves. To improve the image of the historic areas, we need to estimate it from multiple aspects. The paper uses blog and questionnaires to analyse the cognitive, affective and overall image of the historic areas. Different images among different visitors and the way how overall image shaped are also discussed. Finally the regression model about the overall image influence factors is built.This paper mainly collected data issued in from fifty blogs through the Google blog search and the questionnaires. Based on the tourism image formation theory and related psychology Knowledge, the dara were to estimate the image of the historic area of Confucius temple in Nanjing.The main conclusions are as follows:(1) The cognitive image of Confucius temple are integrated into the food and the accommodation, special scenery and historical lasting appeal, service environment and infrastructure.These elements are the main aspects of cognition.(2) Cognitive, affective and overall image are strikingly different in age, sex, education, travel motive, the way to get information.(3) Cognitive and emotional image together have notable effects on comprehensive image.(4) Historical lasting appeal, prostitutes in Qinhuai River, commercial blocks is on behalf of Confucius temple.According to the results, exploring the historical and cultural elements, restraining the commercial atmosphere, increasing the participation of visitors and marketing differently are the ways to promote the image of Confucius temple.This paper is new lies in:(1)Using blog analysis to study the motivations and the initial images and quantifying them.(2) Analysis in different cognitive, affective images and the current situation of the Confucius temple fills the limitations of the study. |
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