The China National Tourism Image Fractal Dimension Survey And The Elements Of Evaluation

Tourism destination image has a vital role and influence on tourists’destination choice and satisfaction. Countries around the world are competing to offer the country’s tourism image slogan to compete with the others, for example, India’s slogan is "Incredible India", Thailand is "Amazing Thailand", Canada is "Destination of Four Seasons". Since1992, China’s National Tourism Administration has released various tourism themes every year, and supplemented by appropriate slogan(The2012theme is "Happy healthy year", the slogan is "Happy China Tour, Health with your line"), but so far, a unified, clear Chinese National Tourism image has not formed.Based on this, this paper uses questionnaire, statistical yearbook, blog text as the data sources, researches the China’s national tourism image of foreign tourists. Using SPSS statistical software analyzes the demographic characteristics of survey sample, ways to access to the tourist information, days stayed in China and per capita spending. Using factor analysis, variance analysis, mean comparison and content analysis to analyze the dimension of China’s National Tourism image from three aspects of the unique image, cognitive image, affective image. Application of content analysis from the catering, accommodation, transport, sightseeing, shopping, entertainment six aspect to evaluate the elements of China’s national tourism image. On this basis, the country’s image marketing strategy are proposed to promote inbound tourism healthy, rapid and sustainable develop.The main conclusions are as follows:①Rapid economic development, has a long history of developing country are China’s unique image recognized by foreign tourists.②Core attractions, infrastructure and services, reception facilities and cost. information communication are the dominant factors which influence the China’s tourism cognitive image of foreign tourists. Different gender, age, occupation, times of traveling abroad of foreign tourists have significant differences on China’s cognitive tourism image.③Foreign tourists think that travel in China is very interesting and unique.Words like "nice","amazing","interesting" indicate that foreign tourists have a rich emotional experience in China’s tourism,"’challenge","surprise" and other words indicate that the chinese tourism has a great attraction to foreign tourists.④Foreign visitors have a higher overall evaluation on China’s tourism image elements, but also exists negative evaluations.⑤The long tail phenomenon of the China National Tourism image vocabulary,"great "and " nice "which are the " head" word are the most representative evaluation on the Chinese tourism of foreign tourists."Shanghai" and " Beijing" is the characterization of China.⑥The overall perception of foreign tourists on China’s tourism image is positive, reflected in the Chinese broad geographical, cultural differences and diverse tourism activities, tourism spending and other aspects. Inconvenience to access to the travel information and language barrier have a bad influence on the China’s tourism image.The innovations:①Research on the image of China National Tourism from the three dimensions of unique image, cognitive image, affective image, coming to the evaluation model and group differences of the China National Tourism cognitive image.②Using text analysis to evaluate the China National Tourism image elements of foreign tourists, found the long tail phenomenon of the China National Tourism image vocabulary.