Rizhao City Tourism Image Orientation

With the development of world tourism industry， entering a period of prosperity, thedevelopment of the tourism industry of china is from resource oriented at first, going through themarket oriented, finally entering the image oriented, making people more aware of thepositioning of tourism image for development of the tourism industry playing a vital role. Itguides the direction of the development of tourism planning, tourism products, tourismmarketing. Tourism image which is accurate positioning and distinctive features to promotevisibility and reputation of tourism, and strengthening the tourism competitiveness.According to background of the research of tourism image, research at home and abroad,tourism geography, tourism image, tourism marketing and so on, which is the tourism research avariety of interdisciplinary science. While going through spot investigation and questionnaire forRiZhao to obtain relevant data and information, using the qualitative and quantitative methods,studied the tourism image in Rizhao. Also mading full preparations, the author before doing thequestionnaire, which is include: City geographical of RiZhao environment, historical and culturalenvironment, tourism resources and current situation of tourism development. Then, according tothe actual situation of RiZhao and questionnaire data, anglicizing characteristics of the behaviorof tourists, background, field, and poorly perceived image for RiZhao, and listing of12factorsfor tourism image of RiZhao, thronging the factor analysis obtain the main influence factors oftourism image for Rizhao.Through the above study found that: the tourists for the local image of RiZhao is differentfor and field perceptual image, site visitors’feeling is very low for the fishing folk, have somenew understanding to the sun culture. Accroding to tourism image factors’ survey results forRizhao, tourist’s perception impression is the deepest, which are natural scenery, clean and tidycondition, climate condition and greening status, especially for the natural scenery of Rizhao isparticularly prominent. The tourists were more concerned about the cultural history, folkcharacteristics, catering, health status, but no satisfactory. So this is needed to improve andimprove these areas. In the investigation of visibility and reputation, WanPingkou EcologicalPark and SanHaitian Scenic’s visibility and reputation in the eyes of tourists is very high, FisherFolk Custom Resort, Wulian Mountain and JiuXian Mountains and JuZhou Museum are don’tknow much, but the knower’s praise rate is high. According to the above research, positioningthe tourism image of Rizhao as:"The Coastal Leisure","The Oriental Sun City","The Center of Water","The Source of Civilization", and finally puts forward slogan, which is "The sunrise inthe Yellow Sea, Sporty the sun city".