The Study Of Destination Image Perception And Positioning Based On Online Travel Notes

With the rapid development of tourism,the competition among tourism destinations intensifies.In order to taking a place in the mind of target tourists,it is much more necessary to build a unique image of tourism destinations.Therefore,the analysis of tourists’ image perception is conducive to tourism destinations to make targeted strategy and enhance its attraction.This article uses Tourists’ actual perceptions of tourism destination as the research’s object,and uses Jinzhou city as the case of this study,and uses grounded theory to build a tourist destination image perception model,namely the destination image perception is the product of the interactions between tourists and objects after their consideration.This model is used to analyze the destination image perception of following factors: traveling purpose and traveling anticipation,tourism attractions,catering and catering service,accommodation and accommodation service,city and regional environment,whole cognition,emotion and feeling,thoughts to themselves,thoughts to others.And introducing the concept of competitors in destination positioning theory,this article picks Huludao city and Panjin city as two nearby competitor destinations by its high co-occurrence times,short distance and high similarity of attractions with Jinzhou city and then analyzes their tourists’ image perceptions,and then compares the results of the analysis with Jinzhou’s.Finally,this article puts forward suggestions that on the basis of existing destination image,such as adding "small town","slow life" as the overall images which could be share with Huludao city and Panjin city,adding "mountain","sea","city" as the attribute image,using "City of Barbecue","City of Praying and Blessing Culture","City of Liao Dynasty Relics" three aspects to build an unique destination image positioning,and optimizing its functional image.