Zhangjiajie Tourism Image Construction And Communication

Following the deepening of the cultural globalization process, China usher in thecomprehensive transformation on the society, economy and culture. And one of themost important superficial characteristics is the penetration of consumerism culture. Ittakes the purpose of consumption from meeting the actual demand to obtaining thesymbol significance. Thus, the image of product begins to replace the function ofproduct, and becomes the main factor of people’s consumer decision-making andconsumer behavior. With the severe competition of tourism market, construction andcommunication of tourism image in tourist area are becoming more and moreimportant parts of tourism resources development and tourism industry operation.Zhangjiajie is a domestic and international famous tourism city by its naturalecological tourism.It is the question that we must be considered to realize the highspeed and stable development, developing the market and to go into the international,just like how to construct and spread a unique bright tourism image of powerfulcharisma.First, this paper expounds Zhangjiajie’s natural tourism resources, cultural tourismresources and present situation of tourist infrastructure. With the aid of tourismresources evaluation method in Science of tourism planning, it analyses and discussesthe tourism resource quality, tourism resources environment, tourism resourcesdevelopment and operation of Zhangjiajie. There are extremely tall ornamental value,historical and cultural value of the tourism resources of Zhangjiajie, but it is hard tobuild brand kernel by lacking of the culture connotation, on the other hand, thepollution by Zhangjiajie’s tourism capacity overloading damages originally extremelyexcellent tourism resources environment. The development and operation conditions ofZhangjiajie tourism resources have been completed. But it also shows the singletourism industrial structure and failure to form a complete tourism industrial chain.Second, the paper positioning and design Zhangjiajie’s tourism image with thepositioning, the CIS, and other marketing theory. According to the principles andmethods of positioning theory, the actual situation of Zhangjiajie, we propose “oddmountain, the Tujia City” as the cornerstone, using the extension of culture andexperience as the tourism image positioning. According to the CIS theory, we designZhangjiajie tourism image elements from three levels of the concept image, visualimage, behavior image. Zhangjiajie should bring a cultural experience as embodying the spirit of eco-tourism, the visual landscape and symbolic recognition of the harmonyand unity as a static performance, Travel behavior, regional management, residents’image as the dynamic performance. These three harmonized with each other tocomplete the unique tourism image design.Finally, with the function of media spread, acculturation and the role ofcommunication theory, the paper point out that the mass media in the tourism image ofthe spread of information integration, cognitive orientation, and public opinionguidance, and through it to create a symbolic reality for touristssubtle image ofimplantation. Accordingly, we shall make government, professional team, society asthe support system, spreading Zhangjiajie’s tourism image by strengthening theplanning, building brand image, promoting the activities of marketing, using the newmedia tools and strategies. In this process, we should pay attention particularly to theintegration of the concept image, visual image, behavior, image and other imageelements, integrating natural landscapes and cultural landscapes, integrating thedissemination of tourism image, marketing of tourism products and tourism industrydevelopment, and ultimately toward integrated marketing communication.