Research On Positioning The Tourism Image Of Hohhot City

With the rapid development of China's economy,tourism has become one of the leading industries in the tertiary industry,and each region is facing fierce competition.In order to allow tourists to perceive from the information of many tourist destinations,establishing a distinctive tourism image is one of the important means to enhance the development of local tourism.Hohhot is the capital and political,economic and cultural center of Inner Mongolia Autonomous Region.It has a long history and culture and rich tourism resources,but its potential is not well explored.The tourism image is vague and not clear enough.In addition,the promotion and publicity are not strong,and the tourism image is not very good.Visitors' perceptions have made tourism less competitive.Taking the urban area of Hohhot as the core,this paper analyzes the tourism image elements of Hohhot,combines the perception of tourists,repositions the tourism image of Hohhot,and proposes the promotion and dissemination of tourism image in Hohhot,with a view to enhancing the popularity of Hohhot.With the reputation,promote the development of tourism industry in Hohhot.The article uses a literature analysis method,a questionnaire survey method,and a combination of comparative induction.This paper sorts out the research literature on the concept definition,formation mechanism,positioning method,image perception of tourism destinations and empirical analysis of tourism image orientation at home and abroad.On this basis,the concepts of tourism destination image and image positioning are defined.This paper analyzes the geographical,historical and cultural characteristics of Hohhot City using the technical procedures of regional tourism image analysis,and conducts an alternative analysis of tourism image.Using perception theory,visitor satisfaction theory,design questionnaires,questionnaire surveys of tourists who have visitedHohhot,and using SPSS software to process the data.In the questionnaire data,the tourists analyzed the Hohhot tourism image perception evaluation,post-tour behavior,emotional image,and the gap between the prospects before and after the tour.The factor analysis method was used to classify the influencing factors.Before the tourists traveled,Hohhot's original image perception was concentrated on “grass scenery and ethnic customs”.Through factor analysis of the cognitive image of tourists after the tour,it is concluded that the strong factors of perception are tourism products,tourism atmosphere and scenic spot service.Finally,combining with the tourism image elements of Hohhot's natural geographical features,historical and cultural characteristics,and national folk characteristics,Hohhot's tourism image orientation is‘China's North,the first national grassland culture',For the tourists in the province,the slogan of tourism image positioning ‘Cultural Capital,Fashion Capital' is proposed.The slogan of tourism image positioning for domestic and foreign tourists is ‘touring Hohhot,taste grassland culture'.Suggestions on the promotion and dissemination of tourism image in Hohhot: in the design of tourism image carrier,the first is to develop“grassland ethnic customs” tourism projects;the second is to build tourism core products;the third is to increase the development of tourist experience projects;the fourth is to build Hohhot The city's leisure cultural tourism project;the fifth is to develop a new format of health and wellness tourism.In terms of promotion media selection,TV media and the Internet are the mainstays,and it is recommended to place Hohhot tourism advertisements in major city airports and major flight routes.In terms of media promotion forms,the first is through festivals and exhibitions;the second is through conferences and exhibitions;the third is through celebrity effects;the fourth is innovative IP image marketing.