A Study On The Evolution Of Tourism Destination Image

Since the problem of image was put forward, the economic benefit and social benefit of image had caught widely attention. Destination image, as a kind of images, plays an important role in developing economy and society of the destination. It’s worth noting that destination image is evolving. Since the rise of a destination, its image keeps changing for different reasons till the end of it. The improvement of destination infrastructure can promote its image, a great tourism event would change its image in a sudden and a tourism crisis might make its image worse. Therefore, finding out the factors that change destination image and understand how these factors work with each other would have positive effect on the development of destination. This paper analyzes these factors and classifies them as time shaft factors, space shaft factors and dynamic factors. Time shaft factors will change destination image gradually or suddenly, causing the timeliness evolution of destination image. Space shaft factors, including communication process of destination image information and regional disparity between destination and marketing place, will make destination image change spatially. Dynamic factors exert effect on time shaft factors and space shaft factors to realize the evolution of destination image. Based on the relationship between these factors, this paper builds temporal evolution mechanism, spatial evolution mechanism and combines these two mechanism with tourist to build temporal—spatial evolution mechanism. Whereby, this paper puts forward optimized path of destination image evolution from perspectives of destination government, tourist enterprise and destination citizen.This paper can be divided into seven parts. The first part is introduction, including the background information, the significance of the topic, research contents, creative points, literature review. The second part is about theory basis and concept definitions to declare the theory and concept related to this paper. The third part is analysis to the factors of destination image evolution, including time shaft factors, space shaft factors and dynamic factors. The forth part is about the establishment of destination image evolution mechanism, including temporal evolution mechanism, spatial evolution mechanism and temporal—spatial evolution mechanism. The fifth part is an empirical study on image evolution of Yunnan to analyze its temporal evolution and spatial evolution. The sixth part puts forward optimized path of destination image evolution from perspectives of destination government, tourist enterprise and destination citizen. The last part summarizes the main research contents and makes objective comment to the shortness of this paper.