Based On The Perception Of A Major Event Research On City Tourism Image Correction

With the economic globalization,the major-events gradually attracted worldwide attention in recent years and its importance is more and more apparent.The influences of major-envents to the host place are of a wide range and long duration.In addition to promote local economic development, also lead to many intangible impacts.And the impact to the tourism image of host place is more direct and profound.This selected topic is based on the theories of major-events and tourist destination image.On the basis of revised theory to tourism destination image,this paper construct the evaluation index system of urban tourism image,and introduce fuzzy comprehensive evaluation model and revised evaluation model of urban tourism image,also with the empirical analysis of International Horticultural Exposition to the correction of the tourism image of Xi’an.The research processes are as follows:①By the collection of relevant literature and combined the impacts of major-events to urban tourism image to determine this topic;②Based on the thorough analysis of domestic and international major-events and the research status of tourism destination image,this paper perfect the revised theory of tourism destination image and define the concept related to the topic;③On the basis of tourism destination image measurement theory,through reference of domestic and international tourism destination image’s constituent elements,and by applying experts consultation method to construct the evaluation index system of urban tourism image;④Take the evaluation index system of urban tourism image as hierarchical structure,by applying the method of analytical hierarchical process (AHP) to obtain the weight coefficient of every level index,and by using of the method of fuzzy comprehensive evaluation to obtain the fuzzy comprehensive evaluation model of urban tourism image;⑤Based on the conceptual model of tourism destination image correction to construct the evaluation model of urban tourism image correction,and this model is directly used to measure major-event on the correction of urban tourism image;⑥Take the2011International Horticultural Exposition as an example,to collect the data by questionaries,and by comprehensive application of the above mentioned index system and model,and the combination of structural method and non-structural method,to obtain the perception index and revised index before and after the held of International Horticultural Exposition,and provide relative suggestions to remain the new image after correction.The results indicated:①The tourism destination image correction include two correction ways and eight correction types:negative reverse consistent correction,reverse consistency,positive reverse consistent correction,negative reverse inconsistent correction,positive obverse inconsistent correction,negative obverse consistent correction,obverse consistency,positive obverse consistent correction;②The urban tourism image evaluation index system is of four hierarchies,that is target hierarchy,rule hierarchy,project hierarchy and index hierarchy,and of26basic evaluation indexes;③At the rule layer of urban tourism image evaluation system,the overall image is at the core and a decisive index to measure the image of tourism destination;At the project layer,the overall perceptive image and overall emotional image profoundly affect tourists to evaluate urban tourism image,the position of social environmental image and ecological environmental image ascend in the evaluation of urban tourism image,and the position of tourism service image,tourism facilities image,tourism attractions image is weaken;At the index layer,there are three core indexes,three key indexes and20basic indexes.④Based on the final revised index,the corrections of tourism destination image are divided into four grades,that is weakercorrection,general correction,stronger correction and subvert correction;and according to the correction direction,the tourism destination image is quatitatively divided into eight correction types.⑤The empical analysis indicated that the hosting of International Horticultural Exposition have revised and promoted tourism image of Xi’an,and the revised index is7.12.Among these,the correction strength of ecological environment image is the maximum,and the revised index is10.57,which mainly manifests in three indexes,that is greening (12.48),air quality (11.26) and water areas (10.64).In addition to the image of "acient capital","culture" and "history" etc.,the hosting of International Horticultural Exposition make the tourists perceive the new tourism image of Xi’an,that is "greening","beautiful environment","modern","the co-existence of history and modern".The hosting of International Horticultural Exposition made Xi’an get rid of the preconceived and shielding effects of "history and culture" and is bound to open up a new region of Shaanxi tourism,bring new ideas for the development of Xi’an tourism.