Research On Tourists' Image Perception And Promotion Strategies Of “Wonderland Coast” In Shandong Provinc

The image of tourism destination is an important factor influencing tourists’ travel decisions and is the focus of competition in the tourism market.Enhancing the image of tourist destinations in the hearts of tourists is the key to the success of tourist destinations in the hot competition of market transactions.The "Fairy Coast" is one of the top ten cultural tourism destination brands in Shandong Province,with Qi culture and Taoist culture as the soul,focusing on the four brands of "Xianju","Taoist banquet","Xianyou" and "Learning the Way",relying on the seaside tourism city group,and creating a coastal tourism resort.This study is based on the "Fairy Coast" in Shandong Province.The current situation of the image perception of "Fairy Coast" tourism destination was studied and analyzed in seven dimensions: demographic characteristics,purpose of visit and access to information,representative scenic spots,cognitive image,emotional image,general image,willingness to recommend and willingness to revisit.Then,combining with questionnaire survey,interview method and comparative analysis method,the internal analysis of the image perception of "Fairy Coast" tourism destination is carried out,and the four major seaside cities of "Qing,Yan,Wei and Ri" are analyzed in terms of natural environment,recreation,industry management,social environment,history and culture.We analyzed the changes of tourists’ perceptions in each city and compared the differences of the four cities in the perception of "Fairy Coast" tourism based on the cognitive elements,emotional elements and overall image.Finally,based on the current situation of tourists’ overall and internal perceptions of "Fairy Coast",we summarize and propose strategies to improve the image of "Fairy Coast" tourism destination in Shandong Province,which requires further consolidation of core brand values,expansion of tourism promotion and marketing,acceleration of tourism product development,and improvement of tourism security capacity.The strategy of enhancing the image of "Fairy Coast" tourism destination in Shandong Province needs to further consolidate the core values of the brand,expand tourism promotion and marketing,accelerate tourism product development,and improve tourism security capacity to enhance its attractiveness.The perception analysis of the image of "Fairy Coast" tourism destination in Shandong Province from the perspective of tourists’ perception is helpful for promoting the "Fairy Coast" tourism and formulating improvement strategies to further enhance the core competitiveness of regional tourism in Shandong Province.