A Study On Perception Of Urban Image From The Perspective Of Tourists——Based On The Image Of "Night In Dalian"

As an important component of the modern service industry, tourism industry has been showing great significance to stimulate domestic demand and promote economic growth in the past two years. Local governments are committed to the excavation and the development of new tourism space, developing "night economy" and "night tourism" is one of the Important measures, which has played a positive role in shaping the city locality and cultural landscape, restructuring and deeply developing tourism resources. However, the tourists, as an important target audience, how do they think about the night landscape and recreational activities? What’s city night image they are feeling? What are the differences of the images between day and night, and whether the image is consistent with the whole city? Academia has not in-depth inquiry on these questions. Therefore, this paper selects the tourist city of Dalian which is vivid and highly recognized as an example, taking visitors as the analytic perspective to learn their cognitive constitute and emotional appeal on "night in Dalian", and combining with the government’s planning of designing the night tourism resources, in order to provide some reference value for the further development of Dalian night tourism market and creation of the "night in Dalian" image.Compared with the previous studies, innovation of the ideas and theory are the characteristics of this paper. Innovative research ideas are that made specific night tourism experience performance, the difference between the day and night tourism experience is important and also an innovative conclusion. Theoretical innovations are that introduced emotional factors to night tourism experience’s measurement, and from a time point of view, noted that the tourism destination image should be divided into day and night both two time periods’different image.According to the framework, this paper is mainly divided into three parts:The first part adopts the literature research method, after the in-depth analysis of the existing domestic and foreign literature review about night tourism and destination image, we find that the study areas are concentrated in the city level, and the research is very mature in the development and evaluation of one city’s night tourism resources, perception and measurement of the city’s image. Although some scholars believe that the development of night tourism could improve the image of the city, the relationship between perception of tourism experience and the city image of the night hasn’t been tested yet. In addition, as for the impact factor on the image of the city, most of the scholars have recognized the importance of nightlife and entertainment for the tourist perception of TDI. But there is no related research about how these factors effect tourists’ perception of TDI and what role they are playing in shaping TDI.The second part mainly relies on quantitative analysis method, after sorting and statistics analyzing the corresponding data based on questionnaire data in empirical design. This part includes eight aspects:demographic characteristics; behavioral characteristics of tourists; Dalian’s image and night tourism perception; unique dimension of image perception’s measurement; cognitive image and affective image and overall image’s measurement; the relationship of these three images. There are three common factors were extracted in the measurement of cognitive image:"night tourism resources and products","night community environment","night infrastructure", are the main aspects of "night visitors Dalian" cognitive image.The third part also uses the qualitative analysis method, summarizes four analysis conclusion about the visitors’night perception of Dalian" image, and compare the interview results of different groups. Research shows,"night Dalian" image that visitors perceived has the following characteristics:the marine style is a unique dimension image perception; emphasis on night tourism products and service awareness; evaluation of affective image and overall image is higher than cognitive image. In view of the perceived differences between night and day for special analysis, found that Dalian characteristics (such as the marine style, square culture) is both the day and night perceived image representative; non-attractions-oriented, blurring places, things to be concrete images, and strong emotion color is the difference between night and day perception. Conclusion of the results of interviews and visitor perception of community residents, employees, government, and the three parts has no big discrepancy. Finally, this paper offers several suggestions about the development of Dalian night tourism:increasing the romantic according to the Dalian coastal culture, focusing on cultivating the night shopping, festival, elegant culture, make up the still relatively lack of fashion component about "night in Dalian". At the same time, this paper prospects for the follow-up research direction. Analysis of city night image perception should also be concerned about the effects of different individual attributes of perception, and pay attention to restricting the preference characteristics etc.