The Evaluation Of Tourism Image Dissemination Effect In Liaoning Province

Regional tourism image is not only one of the most significant parts of regional tourismplanning, which will affect tourists’ subjective perception, emotion and their decision, but alsoa key point for tourism resorts to capture market shares. Therefore, it is significant to researchthe dissemination effect of regional tourism image, so as to improve the tourism imagedissemination efficiency and regional tourism competitiveness.With relative tourism image publicity information of Liaoning Province sorted out, anevaluation system of regional tourism image dissemination effect is constructed based onthree levels, namely, interface effects, cognitive effects and behavioral effects. The data wasprocessed by entropy value method, and the result shows as follows:(1) Tourism imagedissemination effect in Liaoning Province is remarkable distributed in ladder from east towest, whilst spatial difference being imbalanced; there’s also a North-South polarization ofpublicity effect in the eastern coastal area; and a hollow phenomenon comes out centering onLiaoning Province.(2) The credibility of the transmission subject is relatively low.(3)Movies and television media propagation effect is not ideal and network media also has greatroom to development.(4) The major four factors are spatial distance, economic developmentlevel, regional cultural individuality and regional difference in tourism resources. On thecurrent situation of the tourism image dissemination in Liaoning Province, this paper comesup with several suggestions including full display government’s macroeconomic regulationand control guidance function, a stereoscopic publicity pattern combining marketing, spaceand time, image dissemination in all dimension and putting emphasis on interpersonalcommunication and so on to achieve a more effective tourism image publicity of LiaoningProvince.