Research On The Image Of Tourism In Changde Based On Tourist Perception

With the continuous development of the global economy and people’s living standards improve, the rich and colorful spiritual needs become new consumption hot spots, to for people to provide more consumer choice of tourism has become a natural choice.For tourists, whether maximize the meaning of tourism, such as physical and mental pleasure, the family’ improvement and friends communication, etc., is determinants of tourism destination choice, of which city tourism image(CTI)is the most intuitive and important components. CTI refers to as the comprehensive reflection to such various factors affecting the development of a city tourism as geographical landscape, cultural history, local conditions and customs and so on, and also refer to as a city facebook, with extensive radiating capacity. City tourism image, with distinct personality, has the important guidance role for a city tourism development, including the role of the third industry’s greatly increasement in the national economy, influence force of tourism resources’ s expanding, tourism product innovation and so on.Convenient "chuanqian throat, Yunnan Guizhou gateway" of Changde City Land Shuikong traffic, rich in tourism resources, tourist attractions with diversity and leisure resorts and natural landscape to the majority. Due to various reasons, including the government is not enough attention, the tourism image positioning fuzzy, infrastructure, etc., tourism resources and tourism development level is not matching, tourism industry in Hunan Province in the second line level, causing great waste of tourism resources. Especially the absence of tourism image, resulting in the development of tourism in Changde city is low, the national influence is not big, and the pace of urban construction in Changde city.In order to find out the advantages and disadvantages of Changde urban tourism image and find the best way to improve the tourism image, the author takes 5 months to carry out the questionnaire survey. Through the recovery of more than 300 questionnaires, the tourist perception as a starting point, the relevant basic theory and the tourism destination image(TDI), IPA analysis method, such as the tourism discipline, geography, psychology, and communication marketing discipline, and the tourism destination image.Through the research and analysis found that Changde City Tourism in natural landscape and leisure by tourists alike, social security, sanitation and greening, folk customs and specialty food and beverage satisfactory. But the attraction of tourism resources is not enough, the service level and the scenic spot traffic evaluation is relatively low, and the channel of the tourism image communication is too narrow, which leads to the overall influence is not strong.Based on this, this paper puts forward the tourism image positioning, design, communication, management and maintenance, security measures in this series of planning strategy to reshape the tourism image of Changde City, and promote the tourism industry in Changde faster and better development.