Constructing And Applying A Model To Promote Rural Tourism Destination Images -A Tourist Experience Perspective

After three stages of tourism development from tourism resources guided to tourism market orientated and tourism product orientated, to shape a good tourism destination image has gradually become the key to the successful development of the tourism destination. However, rural tourism destination image research is still in its infancy stage in our country, leading to the lack of image planning and promotion model. On the other hand,tourism experience research, acting as the theoretical basis of tourism research, is more and morebe taken seriously. Accordingly, this thesis try to build a model to promote the rural tourism destination images in the perspective of tourist experience, taking "Five Golden Flower" senic spotin Sansheng village in Chengdu city as an example for case analysis.This thesis is divided into three parts.In the first part,we firstly put forward the research subject based on literature reading, practical experience and observation.Then,we presented the literature reviewon the basis of literature related to the tourist experience, tourist destination image(TDI) and rural tourism. At last,We explained the research contents, methods and technical route of this article.The second part is the part of modeling.First of all, we extracted the rurality and authenticity features, the concept and composition of TDI, factors influencing TDI perception,TDI apperceiving model, theory of current situation of TDI analysis and the classical models of TDI planning from literature review to construct the theoretical foundation.Then,the TDI promotion structure model which features the tourist experience perspective is built based on the principle of system-theory.In the third part,we took the classical rural tourist destination, "Five Golden Flower" in Sansheng village, for example to practice the model.Firstly,based on profile of the case study area, we operated TDI perception measurement of "Five Golden Flower" by adopting the combination of structured and unstructured measurement methods.During the process of structured measurement, we selected the structured index refering to the existing research literature and rurality and authenticity features.In addition,we analysed data by using factor analysis, paired sample T test, IPA analysis model to find that "Five Golden Flower" is really lack of rurality and authenticity features.Then,we analysed and abstracted the local and characteristic natural and cultural resourses of study area refering to the rurality and authenticity features.Finally, we put forward the alternative image——“ Here come the Five Golden Flowers,late but animate”.The fourth part is the conclusion part, including summary and reflection to this paper.