The Tourism Image Research Based On The Tourist Perception Of Mangshan National Forest Park

Tourists’ perception of tourism destination image for people travel consumer behavior plays a very important role, and even affect the tourism make the final travel decision, so the tourism destination competition in some degree said is the tourism destination image between the competition. Paper selects Hunan Province Chenzhou Mangshan National Forest Park as the research object, through a questionnaire survey, the tourism image of Mangshan National Forest Park were analyzed, and the main conclusions are as follows.(1) Mangshan National Forest Park visitors in Guangdong Province especially in Guangzhou City, followed by Chenzhou City in addition to areas outside of Yizhang County, from other areas of Hunan and Hong Kong tourists and second, Yizhang County local tourists rarely.(2) Visitors know Mangshan National Forest Park of the sources of information to the relatives and friends introduced, followed by the network, and then the travel agency.(3) In the image caused by the network search, ecological tourism, adventure, leisure for the tourists went to Mangshan National Forest Park tourism the main motive. To the highest degree of concern is the general village area, followed by Tiantai Mountain. In the activities of the attention degree, is as follows rafting, camping, trekking, popular science, while the Yaogu bonfire party and Rhododendron Flower Festival is little attention.(4) In the resulting image, travel agencies of Mangshan National Forest Park of propaganda to sightseeing and leisure and participation of the drift tourism based, scenic area is emphasized the natural characteristics of the ecological park to conduct propaganda, both have certain discrepancy.(5) In the composite image, visitors to the actual perception of the image of the beautiful scenery, pleasant climate, the original ecological environment, air quality good compared with the psychological expectations of visitors, and unique celebrations and tourists participation degree high, fun entertainment, entertainment, recreation, souvenirs, barely meet tourists’ expectation. Based on the evaluation of the travel of tourists, most of the tourists of Mangshan tour hold positive recognition of the attitude, the evaluation of the tourism is relatively high and after the play is also very happy to spread area of positive information to other friends.(6) Mangshan tourism image of the composite factor can be summed up for the five common factors, namely, to participate in recreational, cultural customs, social environment, natural environment factors and the scenic spots and internal environment.(7) The intention of tourism image of Mangshan in the source of tourists to the area has a significant difference, the order is as follows:the other provinces, Hunan and other regions and Chenzhou local.(8) There is a significant correlation between the evaluation of the tourists and the entertainment participation, which has nothing to do with other factors. According to the above conclusions, the author puts forward the relevant suggestions, namely the optimization in Mangshan tourism image marketing strategy, enhance the visual symbol effect in Mangshan tourism image and fit expect Mangshan image of tourist perceived value, accurate positioning of Mangshan tourism image caused by image, complete scenic facilities to improve the Mangshan composite image.