The Image Formation And Influences Research Of Tourism Destination Based On Scenic Postcards

Since the 1970 s, the tourism destination image research has become a hot topic inacademia and industry. Image will affect the consumers’ subjective feeling and the behaviors.In the market competition, tourism destination image has increasingly become a key conceptof destination marketing.Most researches on image is to build the static structure with the test of the relationshipbetween destination image and consumer behavior. However, the formation of image is adynamic process, the theoritic exploration and empirical research about the formation ofimages are relative lack. Based on the S-0-R mode, this paper takes photographs test,questionnaires and interviews to examine that how the cognitive image, affective image andconative image to change and interact. Regression analysis proved the relationship betweenthe three-dimensional of image, and the feedback information of interviews explained thatthe picture color and landscapes how to impact the image.Through these methods of tourismimage, such as travel imagery interviews, questionnaire survey, experimental design ect, thispaper has studied the influence of postcards of tourism image. Postcard to Hangzhou westlake as an example analyses the influence mechanism of tourism image, and according to theresearch conclusion, puts forward some proposals concerning the management and marketing,in order to provide help for the development of the postcard.After the study, this paper got the following conclusions:First: The formation of the original is based on the interaction among the cognitiveimage, affective image and conative image.Relations between the cognitive and effectiveimage are according with the cognitive-affective personality system theory, whichcomplement the previous theory that cognitive image impacts the effective in one-way. Inaddition,both cognitive and affective image have significant influence on the formation ofconative image.Especially that effective image play a partially madiation role between thecognitive and conative image.Second: Conform to the previous studies, postcards can cause the change on the viewer’scognitive, effective and conative image.After the stimulation, the relationship among thedifferences on cognitive effective and conative are the same with the three dimensions of theoriginal image.Besides,the differences are mainly based on what the photographsdisplayed,and what the photograph remind have little effect on effective and conative image.Even the education and location of the potential tourist have a major impact on imageperception.Third: The colour of the postcards have a significant influence on the formation ofimage.The darker of the overall picture, the greater impact the colour makes.Besides,thebright colour as an embellishment is good to visual perception.Moreover,Taking warm andcold colors or light and dark colors to make a strong constrast. All of these can change theimage easily.Fourth: The landscape in the postcards also have a significant impact on image.Proportions that the landscapes occupy in photographs are proportional to the change ondifferent aspects of image.The greater difference between what tourists imagine and what thephotograph display, the larger change will be. Besides,the more well-known landscape wouldbe better to stimulate the feelings and tourism willingness of potential tourists. In additionto,the more tourism activities viewers think of based on the picture,the greater influence thelandscapes make.These findings are able to cue in on marketing when using pictures in marketing orpromotional material, this paper summarizes the targeted revelation to pictures marketingmanagement and puts forward some constructive suggestions.