Research On The Perception Of Subject And Guest Of Tourism Image Brand In Rizhao City

The city's tourism image brand is an important basis for evaluating the development of a city's tourism industry.Establishing a distinctive and representative tourism image brand can influence the motivation and decision-making of tourists greatly.It is an important support for a city in the fierce tourism competition market,and it is also an effective way to judge the city's tourism marketing.In the process of tourism activities,consumers exchange money,time and energy for place use,space movement and cultural and aesthetic experience.However,tourism experience has several characteristics,such as different places,short stay time and limitation of activity area,which lead to the perception of a destination city can not be too deep.Therefore,how to scientifically and effectively use the factors and paths that affect perception of city tourism image brand to determine the promotion strategy of tourism image brand has become increasingly important in the process of urban tourism development.This paper combines the relevant research results of urban tourism at home and abroad,designs the perception questionnaire of urban tourism image brand from different perspectives of subject and object perception of tourism city,combines the results of questionnaire survey and interview,makes a comparative analysis of the perception influencing factors of Rizhao tourism image brand,and explores the methods and Strategies of promoting Rizhao tourism image brand based on the analysis results.The results show that the overall evaluation of Rizhao's tourism image brand perception is "coastal city" and "Jiangbei Tea Capital".According to this conclusion,Rizhao's tourism image brand should adopt the development model of "brand + theme + project".That is,continue to use and promote the main tourism brand of "Sunshine Coast,Vigorous Sunshine",focus on the sea,highlight the marine characteristics,combine the different tourism resources of different seasons to launch seasonal tourism themes,and then launch corresponding themes for different themes.Tourism projects,multi-level,multi-angle joint efforts to complete the image of Rizhao City brand promotion and shaping.