Research On The Tourism Destination Image Cognition

The tourism destination image cognition is one of the important factors which influence tourists" activities. With the development of economy, the tourism industry has been booming at home and abroad, and become an important pillar of economic growth. In the nineteen seventies, research on tourism destination image has gradually become popular in modern tourism research, and formed a complete theoretical framework.This article takes the Zaozhuang city as an example, using quantitative study methods and questionnaire survey,186collected questionnaires are valid, and analyze the data. Through the analysis of the samples, we can find that the Zaozhuang tourism’s adaptation scope is wide, and the tourists’are educated in college degree or above, occupations are concentrated in white-collar, blue-collar and students. Through the186valid questionnaires, to analyze the five aspects, such as the Zaozhuang tourism satisfaction, concrete evaluation, influencing factors, cognitive channels and cognition of the visitors to Zaozhuang between visit before and after.Then we can find that tourists has a higher satisfaction for the Zaozhuang tourism, but the tourism resources hasn’t been developed completely, there is a phenomenon that through the cognitive channels are diversified, the cognition is chaotic. In the aspect of tourist destination cognition, visitors to Zaozhuang have a deep impression on the local specialty, friendly residents, safety, historical attractions, beautiful scenery and convenient traffic, this also is Zaozhuang’s main factors to attract tourists; what impress visitors to Zaozhuang most are the beautiful natural resources, such as Weishan lake wetland, and the characteristics of the humanities resources, such as the ancient city of Taierzhuang; the main motives of visitors to Zaozhuang include understanding a new place, relaxing, and learning experience.According to visitors’ investigation and the actual situation of Zaozhuang tourism industry, this article proposes the related countermeasures and the suggestions from four aspects, such as the government should play a leading role, market-oriented operation, improving tourist infrastructure, improving the tourism destination image, provides the basis for the formulation of relevant policies and measures of for the relevant departments, has a strong theoretical and practical significance. Specific recommendations are such as the government plans rational, integrates the tourism resources and molds the "Modern Water Town. Ancient Cannal City"City brand to play the leading role; expanding the marketing channels, developing tourism products and commodities to let the tourism industry participate in the market-oriented operation; analyzing the economical, social and environmental factors, to improve Zaozhuang tourism infrastructure; from the aspects of standardizing tourism market, improving residents’images and cultivating tourism professional talents, improving the tourism destination image.