A Research On The Tourists’ Perception Of Biancheng Town Of Huahuan Country Tourism Destination Image

As the developing of the rising of people’s income, traveling is becoming a part of people’s life.Destination image is one of the most important factors that influence people’s choice, and that is, how travellers choose their tour destination is determined by the pereeptive image of the tour destination to a large extent.First of all, this paper summarized the related concepts and analysis the influencing factors and elements of tourism image based on synthetic survey on tourism image at home and abroad.Secondly, the questionnaire design based on the literature analysis and combined with the actual situation of Biancheng. And the study went out through 25 elements of tourists’ tourism destination image perception to Biancheng which can be divided into six dimensions.The study used descriptive statistical analysis and IPA analysis to analyse the questionnaire data and pointed out the existing problems of biancheng tourism destination image on basis of a comprehensive analysis.These problems were: tourism propaganda、coordination of new and old buildings、environmental hygiene、transportation infrastructure and traffic condition、types of tourism activities and tourists’ participation、types and characteristics of tourist souvenirs.Finally, in order to make Biancheng tourist destination image better, this paper put forward suggestions from six aspects according to the research results, including using the network platform、organizing more influential activities、controlling the building layer、transforming or setbacking some new buildings、improving the function of road system and traffic transfer、increasing the number of cleaners and cleaning facilities in the public area、strengthening the management of public regional facilities、innovating festival culture forms and developing distinctive tourist shops and tourist souvenirs.