A Study On Tourism Destination Location Based On Tourists' Perception

With the rapid development of Chinese tourism, nowadays the tourism industryhas grown up to backbone of the national economy of our country. Many provinces,cities and municipalities are committed to make themselves into an outstandingtourism destination, so does Shanghai. From the very beginning of2001, Shanghaidetermined to build and develop city tourism according to the International TourismDestination standards, in order to build a special tourism destination for internationalbusiness, domestic shopping, meeting and so on. However, during the tourismdestination marketing, Shanghai had something wrong with the tourism positioning,especially ignored the tourists’ perception, as a result the annual number of touristsdoesn’t change significantly, and a waste of money and labor.This paper takes Shanghai as an example, trying to find out the tourists’perception on international tourism destinations in method of quantitative andqualitative research. After sending600questionnaires to both domestic andinternational tourists, this paper found the testing factors can be concluded into fivemain parts, which is tangible tourism resources perception, intangible tourismresources perception, emotional perception, cognitive perception and socialperception, then compare those two perceptions by Structure Equation Model method.The result of this study shows that the quality of scenery and a modernizedatmosphere tops all the domestic tourists’ perception, while the mix of oriental andwestern culture and security is the highest perception for international tourists. That isto say, Shanghai should pay more positioning attention on the quality of scenery andculture when making the tourism destination marketing. In the meantime it will set anexample to be copied or followed by other cities in China.