Large Theme Park Tourist Image Perception Measure Research

As the tourism development and the level of competition in the field of competition gradually deepened, the number of tourist resources in the traditional sense, is no longer the sole criterion for evaluation of tourism products and tourism planning basis only.Tourism image is the soul and core of tourism development, can affect the travel decisions and tourism consumption behavior of tourists, the tourism image positioning and scientific management, to form a unique, uniqueness in tourists hearts brand image and reduce the competitive alternative destination, form stable brand competitive advantage.Tourism image is not once and for all, the formation of tourism destination to complete the tourism image design and to the market after the need for tourists for dynamic monitoring degree of acceptance and approval, and adjusted in time according to the market reaction and optimization, in order to achieve the tourism background image, media transmission image in conformity with the tourists perceived image, which makes tourism perceived image measurement is particularly important.Tourism perceived image measurement is carried out the basis of image design, tourism marketing, is also a tourist destination tourism image transmission efficiency, promote the communication with the tourist satisfaction, improve the tourism experience, the measurement for the relocation and optimization of the tourism image, tourism image transmission path, the choice of target market orientation has important guiding significance.This article first elaborates the research background, research meaning and purpose, research contents and innovation points, research methods and train of thought, lay a foundation for further research;through tourism image perception measure literature review and theme parks, including related concepts involved in this chapter and theoretical model, summarized and combined with the characteristics of large theme park, will be "structured" and "unstructured" measure organically unifies in together, the establishment of a large-scale theme park tourism image measurement system,established 4 main orders,17 times orders of large theme park tourism cognitive image measurement system evaluation standard, the overall image and emotional image evaluation standard. Select the largest in the northeast of the fourth generation of theme park -- Shenyang Fangte Joy in the World as empirical research object,through questionnaire survey and the network text analysis method to the Shenyang Fangte Joy in the World tourist image perception measure,results show that in Shenyang Fangte Joy in the World tourism image perception study, data from the questionnaire and the network text analysis of the results present a relative consistency;Main category of cognitive image attributes sorting followed by tourist attractions factor(A), tourism services and management(D), culture factor(B), environment factor(C);The tourists have higher perception of rides(Al)、crowding(D4)、ticket prices(D3)、cultural and artistic performance project(B2)、traffic/location(A4);Overall, tourist experience toward greater than expected, many tourists won the high quality of tourist experience, from the side reflects the tourists to the Shenyang Fangte Joy in the World have higher satisfaction.