Research On The Tourism Image Of Kaifeng

China's tourism industry is shifting towards the development of the “national tourism + global tourism” and “cultural tourism” model,which urges tourism destinations to focus on their own tourism status,break the management model of single attractions,accelerate the integration of tourism resources,and get rid of the traditional “ticket economy”.Patterns to accurately locate their own tourism image.Kaifeng,as the origin of the Chinese civilization,and the birthplace of Song culture,has rich historical legacy resources and profound cultural heritage,and has not reached its due height,and its tourism image positioning is not focused.Research Ideas: First of all,analyze and comment on the context and content of domestic and foreign tourist destination image research,draw useful points for this study,and then define basic concepts such as tourist destination image,tourist perception,positioning,and urban tourism image positioning.The research is based on the identification of destination image positioning theory,tourist perception theory,tourist satisfaction theory,marketing communication theory,and geography related theory.Secondly,on the basis of research,combined with Kaifeng tourism resources and tourism development status,questionnaires were designed and surveyed on the tourists of Kaifeng tourism image-tourists,the questionnaire included structural and non-structural two parts,and the content including pre-tourism native images,cognition images,emotional images,behavioral wills,satisfaction and expectation gap after travel before travel.Through descriptive analysis,the actual image presented by Kaifeng to tourists was obtained.Through factor analysis,the factors that strongly perceived the image of tourists were obtained.Finally,combining the cultural context of Kaifeng and the characteristics of resources,the factors that play a decisive role in the positioning of Kaifeng tourism image are refined,and the influence of similar historical and cultural city image positioning on the positioning of Kaifeng is analyzed,and the tourist image of Kaifeng is positioned.The article evaluates the existing tourism products in Kaifeng,and proposes suggestions for the development of future tourism products in Kaifeng for image orientation;and proposes suggestions for the promotion and popularity of Kaifeng tourism image.Main conclusions:(1)The image of tourists in Kaifeng is concentrated in history and culture;(2)The prominent advantage of Kaifeng tourism resources is Song dynasty culture;(3)The positioning of Kaifeng tourism image: The Hometown of “Riverside Scene at Qingming Festival”;(4)Based on the image Positioning product development suggestions: Expand the scale of scenic spots,enrich the connotation of scenic spots,recreate the “Riverside Scene at Qingming Festival”,create a tourist area with a cultural atmosphere,create a “Song Dynasty Cultural Festival” with local characteristics,and innovate travel souvenirs;(5)From hardware Both image and software image will enhance Kaifeng's image;(6)Promote Kaifeng's tourism image through television and networking,festivals and events,celebrity effects,promotions,and opportunities.The study hopes that Kaifeng can use the brand name “Riverside Scene at Qingming Festival” as its brand influence and appealing force to enter the forest of world famous tourist cities.The positioning of Kaifeng tourism image can achieve the goals of "A unity of form and spirit","Image and entity are consistent " and “efficient supply”,nabling it to promote Kaifeng culture to the international community.Let the world experience the spirit of Chinese culture and build its own brand image of cultural tourism.