Research On Shaping Tourism Destination Image Of Yuncheng Based On Context And Tourists’ Perception

The current tourism market has constantly sprung up all kinds of new type of tourism, in order to attract more potential tourists. The main purpose of the tourism destination image lies in its appeal to tourists. It is the destination image shaping that determines the number of tourists and the development potential of the tourism destination, no matter it is successful or not. In recent years, the tourism market has changed from promoting the single scenic spot to shaping the overall and integrated tourism destination image.Integrated tourism destination image will give visitors stronger driving force than that of single tourism scenic spot. The image of tourism destination is not only the collection and sublimation of tourism destination context, but the destination perception image which is gained by tourists. Perception image integrates the tourists’own travel experiences with their emotional experience, thus embodying the certain marketability.Yuncheng city has rich and numerous tourism resource types. In recent years, Yuncheng city has increased the investment and construction of tourism, including the repair, planning, management and urban construction of the scenic spots. The measures have obtained significant results. However, Yuncheng city still exist many disadvantages. For example, it has received the surrounding urban extension of image shadowing effect. Furthermore, the publicity of tourism scenic spots is too concentrated and single. Next, tourists’participation in the tourism project is relatively low and it needs to improve the urban construction and other aspects.This paper, guided by the related theory of tourism destination image, uses Eviews software and combines the situation of Yuncheng context and the survey data of tourism image perception. As to the image of Yuncheng, this paper does the correlation analysis, respectively from the four dimensions of the number of tourists, the perception of tourism publicity media, tourists’ perception and the perception of urban construction. Through correlation research, the paper has put forward the corresponding strategies in shaping the tourism image of Yuncheng, which includes the following strategies:foreground image, background image, interaction and realization of foreground image and background image. Based on the image shadowing effect, the paper has put forward the strategy of foreground image. The strategy with the aspects of participation and experience of tourists aims at the scenic spots which are first come into contact by tourists. As to the overall evaluation of tourism destination image, the tourists also rely on the overall tourism environment besides the foreground image which is built by the tourism city, which is background image. The background image includes tourism festival brand, city construction, the regional culture of Yuncheng and the whole quality of the urban residents. With the view of strategic point, interaction and realization of foreground image and background image also need cooperation and coordination of tourism accommodation, tourism traffic, tourism catering as well as the design of tourism commodities. The favorable communication and cooperation can not only improve the reputation of tourism scenic spots, but can deepen the impression of the tourists for the tourism destination.The thesis keeps a foothold on context of Yuncheng, on the basis of the theory of correlation, analyzing the survey data of tourists’ perception image and following the guiding principle of "integrating theory with practice", and then the paper puts forward some related suggestions on shaping tourism destination image of Yuncheng; In order to enrich related research method on shaping tourism destination image of Yuncheng, and looking forward to providing certain reference value on research of shaping tourism destination image of our country.