The Evaluation And Promotion Strategies Of Historical And Cultural Tourism Images From The Perspective Of Inbound Tourists

The historical and cultural city,which is a treasure of Chinese culture,acts as a window of attracting many domestic and oversea tourists with its great tourism value and function.However,the development of inbound tourism in some historical and cultural cities have been in poor condition during recent years.The traditional tourism advantage of historical and cultural city has gradually disappeared.One of the main reasons is the change of the inbound tourism from the high-speed development stage to the normal growth stage.During the stage of changing,it is unable to respond and meet the diversified needs of the inbound tourists.Meanwhile,the shortcomings such as the poor-branding,the overdue-update,and the little connecting of market exposed obviously during the tourism development of historical and cultural cities.Tourists,as the experiencers,offering the tourism destination the most direct feedback to judge the advantages and disadvantages of the tourist destination due to their most direct perception of the destination image elements.So by analyzing the perceived differences about the tourist image factors,it is useful to propound some suggestions to solve the problem of the unbalanced development and then to build a sustainable model for the development of a famous tourist Historical and cultural destination.Firstly,the method of qualitative research was carried out depended on the in-depth interviews,the online reviews,and the travel strategies.The NVivo software was used to code here.The summarized results based on the tourists' perception about the positive image of Yangzhou can be divided into five aspects:the essential attraction of tourism,the tourism affiliated competition of tourism the quality of service(infrastructure),the management of tourism,and the tourism environment.For the positive evaluations in the text,the positive words with a high frequency can be listed as follows:a typical landscape of Southern China,a profoundly cultural atmosphere,the delicious Huaiyang cuisine,a peaceful and friendly lifestyle,a unique feature of folk culture,a comfortable ecological environment.For the negative evaluations of the text,they are mainly concerned with the environment and the management of tourism,and the negative words with a high frequency are summarized listed as follows:poor international tourism service level,uncomfortable climate with a bad air quality,a disorderly public space with a crowded tourist group,a monotonous nightlife without activities and the poorly-organized festivals.Although some negative evaluations are raised,the inbound tourists give the general image of Yangzhou tourism is still positive as a whole.Secondly,a questionnaire based on a related table about evaluation of the tourism destination image was designed the feature of historical and cultural city tourism resources,and the characteristics of inbound tourists.The survey samples were collected by the styles of the field questionnaire survey and online survey.SPSS 19.0 was used to measure the historical and cultural city tourism image from the perspective of the inbound tourists.While via the analysis about the descriptive statistics of the collected data and the exploratory factor,the historical and cultural city tourism image evaluation can be also divided into five aspects:the core tourism attraction,ancillary tourist attraction,tourism facilities and services,tourism environment and atmosphere as well as the tourism management.The result shows the perceiving differences from the perspective of tourists in varied five aspects and the evaluation on affective and holistic tourist destination image.Finally,based on the analysis of results about these two methods,the holistic evaluation and local evaluation of the tourism image of Yangzhou historical and cultural city from the view of inbound tourists are carried out.From the five dimensions of tourists' perception,this study puts forward the strategy and suggestion of promoting the image of the historical and cultural city tourism destination from the aspects of attractiveness of historical and cultural city tourism,tourism service quality,tourism support,tourism environment atmosphere,tourism management and tourism sustainable development.At the end of the section,the shortcomings of this study are summarized,and the future direction of the research is prospected.