The Study On The Differences Of Tibetan Image From The Perspective Of Tourists Perception

At present,the number of domestic tourism has already exceeded 4 billion people,China's tourism has entered the era of mass tourism.With the accelerated pace of urban life,the pressure increases,haze weather and a series of effects,to speed up the tourists through the way of travel away from the city life to find the pace of freedom and nature.Therefore,the western tourism with unique natural conditions has become one of the focuses of mass tourism.Among them,the Tibetan area is popular with tourists because of its singularity,geographical barrier and the mystery of the nation.Tibetan areas include five provinces in Tibet,Qinghai,Gansu,Sichuan and Yunnan in the division of administrative regions.It is similar to the Tibetan area,the geographical location is close,the resource type is similar,has the similar tourism attraction,such as the geography,the natural environment,the climate,the culture,the construction and so on,how to stand out in the same kind of tourism resources,attracts a large number of tourists,The destination image is the key to the choice of tourists.However,tourism destination image is only one aspect of the problem,on the other hand is a tourist destination projection image receiving and acceptance,directly reflects the perspective of tourist destination in the final effect,which directly affect the tourists to the destination of choice and satisfaction.Therefore,in the development of tourist destination,more attention should be paid to the image of tourist destination under tourist's perspective.Therefore,the author from the resources,the Tibetan area,population and a series of comprehensive factors,choose Tibetan areas representative of Tibet Tibetan,Qinghai Tibetan,Sichuan Tibetan as the object of study.Try to do the following two points in the research of this article:? Revise and improve the image model of tourist destination in Tibet;? Explore whether there are differences in the image of tourist destination in Tibet from the perspective of tourists?What are the differences?Through the combination of qualitative and quantitative methods of research.Using the qualitative research method of grounded theory,step by step on the journey to the Tibetan encoding,to determine the dimensions and indexes of tourism destination in new images,in order to amend and supplement the original image of the model of tourism destination,which is more suitable for the study of Tibetan tourism destination image.Then through the questionnaire survey data,field research methods for statistical analysis of tourist image perception evaluation in different use of descriptive statistical analysis on the data analysis of the mean,variance and regression analysis,in order to obtain the conclusion about the difference between three Tibetan tourism images.The main conclusions are as follows:First,through the grounded theory and according to the encoding analysis,confirmatory factor analysis,the cognition image of Tibetan tourist destination includes four dimensions:tourism elements,risk degree,tourism price and Tibetan atmosphere.The comparison of Tibetan cognition images can be carried out according to the above four dimensions.Second,the mean value analysis and variance analysis showed that there were significant differences of the three Tibetan tourist destination image,the difference is mainly reflected in the basic properties,tourist cognitive image,affective image and overall image.Thirdly,through the regression analysis,it is found that the tourism elements,the Tibetan atmosphere,the emotional images positively affect the whole image;the risk and the negative impact of the tourism price affect the whole image.However,the difference between the three Tibetan areas is that the emotional images in Tibet Tibetan areas and Sichuan Tibetan areas have the greatest impact on the whole image,and the price has the least effect.For the Qinghai Tibetan area,the influence of the tourism elements is the greatest,and the influence of the Tibetan atmosphere is the leastAccording to the conclusion of this paper,we put forward the future development direction of tourism destination market and image orientation in Tibetan areas,and also put forward some practical suggestions for different Tibetan areas.Of course,due to the limited ability of the author,there are still some areas to be perfected in this study,which needs further study.