Tourism Destination Image Perception Difference Based On Travel Mode

In the process of tourism development, group and individual travel as two basic ways of travel have distinct characteristics. Because of the huge differences between them, tourist attractions, catering, accommodation and other choice of autonomy is different and it is bound to have an important impact on perception of tourist destination image. Tourism destination image perception can be integrated fully reflect the tourists for tourism destination of emotion and feeling, tourists for tourism destination of perceptual knowledge, not only in the field of tourism marketing occupies the core position, but also directly restricts the influence of tourism destination. At present, there is few researches on the relationship between tourism mode and image perception.Based on the theory of destination image perception and consumer behavior theory, this paper holds that different travel patterns will lead to different tourist destination image perception. After summarizing the relevant literatures, firstly we put forward the research hypothesis that the different tourism methods have different effects on the perception of tourist destination image. Then take Turpan City as the object of empirical study, through the questionnaire survey understand the general situation of tourists’ perception of tourist destination image., and use the cluster analysis method to further analysis the differences in the perception of tourism destination image of different travel modes.Next, to test the hypothesis, verify whether different travel mode will affect the perception of tourism destination image. And explain why travel mode affects the perception of tourist destination image. Finally, based on the different travel patterns, the countermeasures and suggestions are put forward to enhance the tourism destination image perception.According to the results of the survey, the conclusions include:(1) The group tour visitors have a stronger perception of tourism destination image. The reason may be that the group tour visitors never directly contact the tourism service of Turpan city, but the second services binding and packing from travel agent.Although lack of selectivity for catering, accommodation, but tourism intermediary services help tourists saving the time cost to find the tourist information and proper arrange everything.(2) The travel services image perception scores of the group tour visitors were significantly higher than those of self-help tourists. The reason is that for some special attractions, such as Karez, if lack of tour guide service, tourists are difficult to understand the attractions of special historical significance.(3) The travel facilities image perception scores of the group tour visitors were significantly higher than those of self-help tourists. The main problem of Turpan scenic spots is lacking of economic hotel and supplement site to self driving tour and other self-help tourists who rely on their own traffic tools; To backpacker and other self-help tourists who rely on public transport, city bus service has major defects and limitations,there is no clear sign and bus route guidance.