Research On The Optimization Of Xi'an Inbound Tourism Image Marketing

As an internationally renowned tourist destination,Xi'an has many historical and natural landscapes including world-class tourism resources and products.After the rapid development in the early stage of reform and opening up,Xi'an has gradually replaced or even surpassed the status of an important cultural ancient city and an international tourism destination in China.Time will not wait for Xi'an to enhance the image of tourism fixed-line and optimize the market orientation.To upgrade and reshape the image marketing and publicity system of Xi'an international tourism destination,make full use of unique historical and cultural environment of Xi'an,natural environment and international positioning,rationalize the internal relationship of each component,clarify its interaction mechanism,and propose corresponding strategies,implementation and coordination mechanisms,it is irreplaceable and important to ensure that Xi'an is an international tourism destination with strong influence.This article uses the methods of front-line science association,combining various subject ideas at home and abroad,questionnaires and in-depth interviews to compare and integrate,the macro-frame structure of tourism destination image system and micro-image concrete combination,international and domestic comparison.Based on the previous research results at home and abroad,it focuses on the theoretical framework of the image system of tourism destinations by using the rooted analysis of the literature and the inferential interpretation of qualitative research.The questionnaires,design ideas and research methods are used to complete the design and research of the systematic communication strategy of tourism destination image of Xi'an.The following research conclusions are obtained by analyzing the status quo through the above academic model.In theoretical research,this article analyzes the evaluation factors of Xi'an tourism image,discusses the image characteristics of Xi'an tourism destinations,and shapes and integrates the brand's process and marketing model from the perspective of marketing,from systematic.theoretical and logical.Analytical research oin various aspects has promoted the dissemination of Xi'an tourism image more scientifically and reasonably.On the other hand,the implementation of this research may also enrich the theoretical system and research abundance of a series of disciplines including marketing,management,tourism,geography and behavior from different angles;promote the strategy of reconstructing Xi'an tourism image communication from the academic attempt to the theoretical height.In the actual research,the subject captures the evaluation factors of Xi'an international cultural tourism image by the factor analysis method data:"urban image5","tour attraction" and "tourism and comfort".Based on the above,through the T-test and data difference analysis system to explore the degree of difference in the demographic characteristics of the variables,whether the inbound tourists have a significant difference in the evaluation of the three factors of Xi'an international tourism image,the results found that exclude social status and disposable salary,the social environment,the hometown environment,age,education level,native family structure,and economic differences in which the individual is located all have great interventions on the choice and purpose of tourists and the feelings and feedback on Xi'an international tourism image.The results of this study show that inbound tourists have a high positive evaluation of international tourism image of Xi'an,which shows that Xi'an is an internationally renowned tourist destination in China,and has great appeal,that is.the international tourism image established by Xi'an in the hearts of foreign tourists is better.From the recognition of the three factors of Xi'an international tourism image,the inbound tourists have different appraisal of urban reputation.Therefore,in improving the image of Xi'an international tourism,we should first consider the factors of urban reputation construction of Xi'an,that is,strive to improve international reputation of Xi'an and make it more attractive to tourism.When promoting the Xi'an International Tour Vision System,the marketing highlights of selecting tourist attractions,city reputation,and play atmosphere should be the focus;when marketing,Internet media should be fully utilized to highlight tourist attractions,city reputation and tourism atmosphere of Xi'an.The rise of Xi'an inbound tourism can boost the enthusiasm of foreign tourists to Xi'an to promote the development of Xi'an inbound tourism.In terms of strategy research,Firstly,the dissemination strategies and main activities of tourism destination image in Xi'an in recent years are sorted out.The analysis found that:The image marketing strategy of inbound tourism in Xi'an mainly includes traditional propaganda,consumption channels and promotion means.The research shows that the strategic top-level design of Xi'an's inbound tourism marketing initiatives is insuf'ficient,lack of subdivision and targeted marketing methods to reflect the lagging of its image dissemination concept;lack of communication channels,low level of communication channels,tourism information propaganda over-inclined to traditional media rather than emerging media channels,and less cooperation with international organizations,which is beneficial to national and international media.With insufficient use,the intensity and pertinence of transmission need to be improved.First of all,in the effort to build Xi'an tourism product brand,it puts forward suggestions such as combing Xi'an tourism product brand,analyzing and improving the feasible product of Xi'an tourism product brand,and integrating tourism products and routes.Secondly,in the all-round implementation of tourism marketing,propose and build a tourism international image,vigorously promote tourism image,improve tourism marketing channels,implement media marketing,online display and promotion,event detonation,brand event marketing,market monitoring feedback mechanism and a series of feasible measures.Finally,in the future promotion,we should pay attention to the construction and quality improvement of "global tourism",and put forward some ideas in several aspects——from the service image marketing to the construction of the global tourism wisdom platform,the improvement of the global convenience and benefit system,the promotion of the global tourism administrative service,and the improvement of the global tourism service quality.It is a good support for the systematic dissemination of Xi'an as a tourist destination image.