The Study Of Strategy About Tourism Destination Image Marketing In Gansu Province Based On The Satisfaction Degree Of Tourists

In recent years, with the rapid development of tourism in many regions of China, the role of tourism destination image on tourists travel decisions and behavior choice is increasingly prominent,"Image strategy" has become the key to success in the competitiveness of the tourist resource markets. Meanwhile the research about tourism destination image has become one of the important topics of academic research, most is about the tourism destination image cognition、 image creation and image measurement, but the research on image marketing is relatively few. And the research is planning and promoting tourism image centered on tourism resources, which can not guarantee that tourist image is completely consistent with the satisfaction of tourists. It’s not good for tourist image’s building and the effect of tourism image marketing.Thus on the base of summing up the theoretical research about destination image and tourists satisfaction, this paper firstly analyzes the current marketing situation about Gansu tourism destination image. Then combined marketing "4P" theory and the factors affecting tourism destination image marketing, the paper establishes an evaluation index system of tourist satisfaction about tourism destination image marketing. And according to the survey data, the paper analyzes in detail the present situation of the tourism destination image marketing in Gansu province based on visitor satisfaction by using the fuzzy comprehensive evaluation method. Finally the conclusions are as follows:Currently, the image marketing activities of Gansu tourism destination has achieved good results and gained tourists’basic satisfaction. But there is still much room for improvement in all aspects of marketing activities, the marketing activities also exist some problems, especially in the aspects about infrastructure, the price mechanism, image promotion and the post-marketing image management. Finally in order for the healthy and rapid development of tourism in Gansu Province to contribute, the paper specifically discusses the efforts that tourism management department and its stakeholders need do to address these issues.