Tourism Destination Image Measurement And Construction Based On Personal Construct Theory

The ancient riverside towns of Jiangsu and Zhejiang Province have long been famous for their special scenery and historic culture,and tourism developments make them even more well-known all over the world.As tourism resources of these neighboring historic towns are analogous with each other to a great extent,it is inevitable for them to be faced with a fierce market competition.Being a key factor of marketing,a good tourism destination image(TDI)is critical to each riverside historic town,thus the TDI construction turns to be a focused issue for both academic researchers and tourism operators.The TDI measurement,as universally acknowledged,is the start point and foundation work of construction.Based on extensive literature review,this paper analyzes the constitution of TDI,demonstrates the three dimensions of TDI measurement,and compares main theories and research methods of TDI construction,which leads to the finding that the personal construct psychology and repertory grid analysis,the accordingly method,are particularly suitable for researches about TDI due to its penetrating analytical capability,especially when studying the perception of tourists.Hence an interactive model based on this theory is built,highlighting the interaction between the projected image from destinations and the constructed image of tourists.Afterwards,the TDI construction of riverside historic town Jinxi is explored as a case study by using the model.Defects and problems are found out.Practical strategies and advices are put forward.Finally,the thesis comes to the conclusion that the balance of the interactive model must be realized for successful tourism destination image constructions.