A Research On Urban Tourism Destination Image Keywords In China

During the last forty years, tourism destination image has becomeone of the most popular research fields in the international tourismacademic circles. With the rapid development of tourism industry, thedeep-rooted soul and post roles that tourism culture play have graduallybeen approved. Meanwhile as the crowning touch in the part of tourismdestination image and the concentration of tourism culture, designing ofimage keywords is being attached more importance to, especially in sucha China, a country full of spirits in tourism culture.Tourism destination image keywords are generalized thematicallyand creatively aiming at the destination images by means of compactwords or chastening sentences. Its substantive characteristics are the keypoints to discriminate the urban image epithets form keywords. On ageneral survey of image keywords showed by119famous nationalhistoric cities in China, the traits of the structure, the originality and theimprovement in all keywords are noticed clearly through relativestatistical analyses in the main indicators selected, the number of famousnational historic cities each province (municipality and autonomousregion) holds, and the lists of excellent tourism city. At the same time, theproblems existed are unveiled directly in keywords’ designing such asunclear positioning, absence of creativity, deficiency in speciality, confusion with urban image epithets, as well as in keywords’popularization such as government’s contempt, onefold propaganda, lackof supporting activities and so forth. A lot of measures for perfection andoptimization of image keywords including tourism image positioning onthe basis of analyses of destination’s feature and market, ideal tourismimage keywords designing, internal and external popularization will beadopted to solve these problems effectively. The successful case of “HongKong, live it· love it” sets a good example of popularization for tourismdestination image keywords.Only if the keywords are polished with great care can they be perfect,also can they exhibit the soul and post roles of tourism culture in thedevelopment of tourism industry in China.