The Evaluation And Reshaping Of Tourist Destination Security Image Based On Tourist Perception Perspective

With the continuous improvement of national living standards in recent years,tourism industry developed rapidly and the amount of domestic popular destinations tourists are constantly rising,the problem of security in tourism activities have been highlighted a lot.Because tourists paid more attention on the security situation of destination,the security image of tourist destination has become an important reference when tourists are choosing their destination.To destination,good security image can attract more tourists,which would do contribute to the sustainable development of tourist destination,especially when local tourist industry get into the doldrums,good image can help it enter the recovery period faster.To tourist,good security image can guarantee the safety aspect of the psychological needs of tourism,improve the experience of tourism and easier for tourists to form a good overall image of destination,which would have a positive impact on other potential tourist decisions.To tourism enterprises,good security image can bring more customers which would do benefit to its development,in the other way,good security image also requires a high-quality safety management of enterprise itself and a reestablished fair and reasonable mechanism of competition,thus indirectly promote the competitiveness of the enterprise itself and the sustainable development of overall tourism enterprises.Because the security image is based on tourist perception,the article choose tourist perception as the research view.Through analyze the research results of tourist perception of safety and image,the building and marketing of tourism image,conceptualize tourist,tourist perception,the security of tourist destination and the security image of tourist destination in this article,then take maslow's hierarchy of needs theory,tourism six elements theory,tourism image perception and marketing related theory as the theoretical basis of this article.In concrete evaluation of security image,this article through analyze the related factors that would influence the perception of security image and combine the tourism six elements theory,divide the security image into six aspects(including food safety,accommodation safety,traffic safety,tourism safety,entertainment safety and shopping safety).On this basis,this article constructs the corresponding evaluation index system.In empirical research,this article chooses Lijiang city as the research object,design the questionnaire which is based on the evaluation index system,through internet to distribute and recollect questionnaires,then analyze the reliability and validity of results.On the data analysis,firstly by comparing the average of each evaluation index,found that worker's service operation security and tourism site(including its surrounding environment)security situation attracts more attention from tourists;secondly by using entropy method to empower each evaluation index,then calculate the results of six aspects of security image,found that shopping safety and food safety are both the worst part of the image overall.In the reshaping of security image,this article through three points to illustrate the benefits of reshaping security image,then put forward three main solutions of problems that would appear in the process of reshaping according to the view of tourist perception.Finally,aiming at the main problems of Lijiang security image,this article gives the corresponding countermeasures and suggestions in detail.