Research On Image Evaluation Of Sports Tourism Destination

In order to promote the rapid construction of a healthy China and improve the quality of life of the Chinese people,China has formulated policy documents such as the Outline of the Healthy China 2030 Plan and the Tourism Development Plan during the 13 th Five-Year Plan,aiming at creating sports leisure projects and promoting the rapid integration of tourism and sports industry.In this context,the sports tourism industry is booming and increasingly shows a strong momentum of development.How to better respond to the policy and improve the image of the sports tourism destination is an urgent problem to be solved at present.By means of literature,questionnaire,logical analysis and mathematical statistics,this study takes the construction of sports tourism destination image evaluation index as the research object,takes Shanghai as the case,and analyzes it from two different perspectives of permanent resident population and tourists.The main conclusions of this study are as follows:(1)According to the construction principle of evaluation index,the evaluation index of sports tourism destination is divided into three dimensions,namely,cognitive image,emotional image and overall image.(2)The cognitive image is divided into three factors,namely,sports tourism facilities and services,sports tourism attractions and sports tourism environment.Each factor contains 10,8 and 6 indicators respectively.(3)The emotional image dimension is represented by four groups of adjectives,namely,pleasant-unpleasant;Exciting-dull;Relaxed repressed;Excited--bored.The respondents have a high emotional evaluation on the four items of the emotional image of the sports tourism destination image in Shanghai.The survey data of Shanghai permanent residents and tourists show that the most prominent item of psychological experience is "I think Shanghai is an exciting place".(4)There are three items under the overall image dimension,which respectively represent the evaluation of sports tourists on the overall situation of sports tourism destination,revisit intention and recommendation intention.Respondents were satisfied with the overall situation of sports tourism in Shanghai and were willing to revisit and recommend it.