A study on tourist perceived image towards urban tourism based on "Day and Night"

Abstract

Recently years, destination image is a key marketing tool that can have a powerful influence over tourists’ decisions about where to take vacation. This thesis aim to examine the perceived destination image of Xi’an during day and night, and exploring the image changing at the different tourism periods. The questionnaires were used as the main research method, and the photo content analysis is the supporting method to explore destination image. Totally122 questionnaires were collected responded by tourists indicate that the tourism image perceived by tourist during day and night. In addition, there are around 3000 photos were analyzed through the online travel agency. The findings of this study is that the the destination image of Xi’an perceived by tourist during day and night is different, and the overall image is influenced by gay and night tourism image. During the daytime, as the respondents who already visited Xi’an perceived the image of historical culture, ancient cities and places of interest, such as terracotta warriors, Bell Tower and Drum Tower and Giant wild Goose Pagodas. Tourists' perception of night is often based on their own actual experience, the image including the night performance, lighting, and lively and bustling atmosphere. It is shows that there are difference and changing of Xi’an tourism image perceived by tourists between day and night. Through investigation and study, this paper obtains tourists' perception of Xi 'an tourism image in different time periods of day and night, which is an active attempt in the field of Xi 'an tourism image research.