Study On Seaside Tourism Destination Image Measurement From Tourist’s Cognitive Dimension

In recent years, in the context of national policy support, regional coordination development and industrial layout, China’s tourism industry enters an important period of strategic opportunities. Local governments in succession at the local level carry out a series of tourism promotion through various channels. Typical representative is urban tourism image planning and promotion.Tourism destination image is the sum of beliefs and attitudes formed by real and potential tourists after processing the received destination through the direct or indirect way. It is complex of the cognitive and affective responses to the destination. Given that tourism destination image play the important role in the consumer decision-making process and destination market competition, how to measure it has become a hot issue in the field of tourism marketing in recent years.This study summarizes the theory and method of tourism destination image measurement at home and abroad, and designs the tourist destination image measurement model from the view of the tourist cognition, then selects the three city in Jiaodong peninsula(Yantai, Weihai and Qingdao)as the object of case study. This study obtains data through random questionnaire on the network, and uses the tools of mathematical statistics to analyze the data.The study extracts the impact factors of coastal tourism destination image cognition, and revises the tourist destination image measurement model. This study reveals that there are significant differences on the importance and expressive cognition of three cities’tourism image, and gets the results of the hypothesis.Research using IPA method to Yantai, Weihai and Qingdao city on the level of image attributes quadrant analysis and factor level matrix layoutThe study uses the IPA method on the three cities to do the quadrant analysis on the level of image attributes and matrix layout on factor level. Through mutual support of IPA analysis map, this article gives five strategies to promote the coastal tourism holiday destination tourism image of Jiaodong peninsula:optimize the coastal ecological environment, Construct the tourist traffic network system, improve the tourism information system, guide the tourism consumption demand and promote tourism service standardization.On the aspect of research innovation, this study defines the connotation and the perspective of tourists’ cognitive dimension, and forms the overall research ideas and norms; it extracts attribute factors with qualitative and quantitative method, and strengthens the internal logic between the index based on data analysis. On the aspect of research countermeasures, this study gets out of the IPA method in the limitation on putting forward countermeasures, and abandon "One size fits all" type. Combined with destination tourism resources, current development situation and market characteristics, this study digs deeper into the promotion potential of the city image.