The Study Of Upgrading The Image Of A Tourist Destination Of Tunpuculture Based On Visitor Perceptions

The popularity index and popularity of tourist destinations are closely related to their own image.A good image of tourism destination is helpful for tourists to make decisions on going,revisiting and word-of-mouth recommendation.In the previous study of tourism destination image,the tourism destination is more located in the city category,and more emphasis is put on the mining,positioning,marketing and communication of the city tourism image.However,there are few researches on the promotion of the image of scenic spots from the perspective of tourists’ perception.Positioning,shaping and upgrading the image of a tourist destination is a systematic project and an important way to improve the competitiveness of tourist destinations.Repackaging and disseminating the original image of a tourist destination can increase the market share and tourist stickiness.At present,culture and tourism have been integrated and unified.In this context,Tunpu culture has become the main promotion brand of Guizhou Anshun cultural tourism.Since 2016,Tunpu cultural tourism has begun to take the upgrading route of tourism industry cluster,and various Tunpu cultural tourism destinations have begun to apply for group heating and seek integrated development,thus effectively enhancing the overall image of Tunpu cultural tourism.At the end of 2018,the document of Anshun’s Region-wide Tourism Development Plan(2017-2025)proposed the construction of Big Tunpu Cultural tourism Area,and created five unique Tunpu cultural tourism projects with different themes,including Tianlong Tunpu,Yunshantun(affiliated to Yunfeng Tunpu),Benzhai(affiliated to Yunfeng Tunpu),Jiuzhou Ancient Town and Baojiatun by differentiation.Make it become one of the regional tourism leading engine projects of Anshun city,the sister of Huangguoshu tourism area.Thus,it is particularly necessary to subdivide the cultural tourism market in Tunpu.Yunfeng Tunpu Scenic area belongs to Xixiu District of Anshun City and is the core of Datunpu Cultural tourism Area.At present,with the increasing of tun pu culture tourist destination and successive development,and combined with the old traditional tourism destinations such as dragon tun tun pu culture,old town of effects,such as marketing,as a first grade AAAA tun pu culture tourist destination,fort Yun Feng Tun scenic spot market competitiveness and share,tourist Numbers have decreased significantly in recent years,Tourism popularity and popularity have been at a disadvantage.Based on the development idea of datunpu cultural tourism area seeking common ground while reserving differences,combined with the core location advantages of Yunfeng Tunpu scenic spot and the depressed status of tourism market,it is necessary to shape and improve its tourism image.In view of this,this study took Yunfeng Tunpu Scenic area as an example,based on tourist perception as the theoretical basis,through the study of domestic and foreign tourist perception,tourist destination image related literature,combined with the results of field interviews to design a questionnaire,and conducted a questionnaire survey of tourists visiting Yunfeng Tunpu scenic area,271 valid questionnaires were obtained.SPSSAU data analysis platform was used to make statistical analysis of the survey data,and the correlation results of the tourism image composition dimensions of Yunfeng Tunpu scenic spot were obtained,and the correlation model of the overall perceived image of Yunfeng Tunpu tourist destination was established.The linear model and interview results were combined to form the research conclusion.From the perspective of tourists’ perception,yunfeng Tunpu Scenic spot is proposed as one of the tunpu cultural tourism destinations,and six ways to improve its image are as follows:(1)Focus on the short board and reasonably allocate the business formats of the scenic spot;(2)Improve the public transport system,broaden the travel options of tourists;(3)Develop characteristic theme products and create Tunpu cultural tourism IP;(4)Tell the historical story of Yunfeng Tunpu and reshape the good external image of the scenic spot;(5)Strengthen and improve external publicity and tell the story of Yunfeng Tunpu;(6)Activate Tunpu folk festival and enrich tourists’ experience.