Analysis On The Coastal Tourism Apperceiving Image Of Dongshan Island

In recent years,coastal tourism has become a new hot spot in tourism industry and an important driving force for local economic growth.To obtain the long-term,sustainable and effective development in the era when economic development is oriented by customer satisfaction,the coastal tourist destination should elevate its apperceiving image for the tourists.Therefore,fully understanding of tourists'perception and evaluation of the tour is significant for improving the coastal tourist destination image.This paper selects Dongshan county of Zhangzhou city as the object of study.Based on the tourists satisfaction theory and the theory of the six components in tourism,the evaluation indexes of the tourists' perception of Dongshan Island tourist destination image is established.Descriptive statistical analysis,paired sample T test and IP A are used to study and discuss the tourists' actual perception of the tour.By analyzing the gap between tourists' psychological expectation before travel and satisfaction evaluation after travel,this study points out the vulnerable spots of Dongshan's coastal tourism products and services and gets the key correction indexes so as to provide specific suggestions and measures to elevate the apperceiving image of Dongshan's coastal tourism.Through the research,we find that Dongshan Island has unique advantages in natural ecological resources and historical and cultural resources.However,there is a gap between tourists' actual perception and psychological expectation in terms of infrastructure,development of tourism resources,tourism product designing and creation of tourism brand.By IPA matrix analysis,this paper puts forward five suggestions for tourism development in Dongshan Island including perfecting the service and lengthening the short stave,developing resources scientifically to improve core competitiveness,adding cultural and creative elements to build up cultural brands,meeting the needs and promoting transformation and upgrading,and integrating marketing channels and enhancing the overall image.Moreover,the image will be promoted if total planning,product development,resources protection and brand establishing are emphasized.