A Comparative Study Of The Image Of Tourist Destinations On The Silk Road In China Section

With the proposal of "Silk Road Economic Belt",more potential tourists are transformed into actual tourists,driving the Silk Road tourism new vitality.The group difference of tourist destination image is the important object and content of international tourism image research,but the domestic academic research on the image of tourist destination of the Silk Road in China section is still weak.Comparing the image of the Chinese section of the Silk Road between potential tourists and actual tourists can not only enrich and deepen the research content of the image of domestic tourist destinations,but also make a good reference to the image of China's Silk Road tourist destination in the process of scientific construction and effective dissemination.It has important practical significance.In view of this,based on the first-hand data obtained from the questionnaire survey,this article uses the methods of comparative analysis,exploratory factor analysis and independent sample t-test to analyze the cognitive,emotional and spiritual characteristics of different potential tourists and real tourists This paper compares the tourism image of the Silk Road in China section between potential tourists and actual tourists in four aspects,including the moving image and the unique image,and proposes the countermeasures to enhance the tourism image of the Silk Road in China section.The main conclusion is:(1)There are significant differences in cognitive image factors between two groups of destinations.Whether tourists come to travel has an impact on the cognitive image factors,resulting in differences in the destination image factors between the two groups.Among them,there are significant differences in 13 cognitive factors.(2)There is a significant difference in the dimension structure of the cognitive image between the two groups of destinations.The two groups play a fundamental role in building the image of the destination of actual tourists and potential tourists in the three dimensions of tourism facilities and environment,tourist attractions,accessibility and transportation.The two dimensions are the same in number and exist in personality dimension with different numbers of internal factors in each dimension.(3)There is a significant difference in the emotional images of the two groups' destinations.The potential tourist groups appraised the emotional images of the Silk Road in China section tourist destinations as low as possible while the actual tourist groups evaluated the emotional images of the Silk Road in China section high and more stable.(4)The significant difference between the two groups of destination's moving image.The real tourist image of the group is better than the potential tourist group.Potential tourist groups and actual tourist groups showed significant differences in the images of the Silk Road in China section,and the satisfaction,revisit intention and recommendation preference of actual tourist groups were all higher than that of potential tourists group.(5)The potential tourist groups are more consistent with the unique image of the actual tourist groups.The actual tourist groups have more abundant and diversified understanding of the unique image of the Silk Road in China section.And the unique identities of potential and actual travelers are similar."Folk Culture","Mogao Grottoes and Murals" are the unique images that potential tourists and real tourists collectively consider of the Silk Road in China section travel.(6)The differences of destination images between potential tourists and actual tourists should be partial,and the same and differences coexist.On the whole,the two groups of tourist destination image difference is significant,not everywhere,is a kind of local existence.