In a long time,
urban tourism image is the focus of researches at home and aboard.Through a questionnaire survey on measurement of urban tourism image of Nanjing,400 samples were collected from January to March,2003 around Dr Sun Yatsen's Mausoleum and Confucius Temple area,which are the main
scenic spots in Nanjing.Four questions were asked: 1) Please describe Nanjing City with one word,in order to obtain the integrative image of Nanjing from
tourists;2) Please evaluate scenic spots which you have visited,in order to investigate the reputation and popularity of some scenic spots;3) Please evaluate your expectation and confirmation of tourism image indexes scaling from 1-5,in order to compare the differences;4) Please tell me where did you get the information of the city,this is to understand the exist tourists'information channel.The
result shows that Nanjing is lacking of an integrative image.Tourism image of Nanjing mainly focuses on "old","well virescence"and"rich in cultural heritages".Through both structured and non-structured measurement,comparing the expectation and confirmation of tourists'image about Nanjing,the result shows that tourist information gathering,tourism event,recreational program and culture atmosphere need to be enhanced.Among the existing tourist sites,the popularity and good reputation of some scenic spots both need to be improved.And tourists'learning channel about Nanjing still relies on the non-tourism communication stage,which means tourists already have some images in their mind before they come to Nanjing.How to improve the competitiveness of Nanjing City and set up tourism image becomes more and more important for the city.Through analysis of Nanjing urban tourism resources,landscape features and culture characteristics,with a combination of the result of the questionnaire survey,this paper points out the position of urban tourism image of Nanjing.In the future,tourist image should be promoted by
urban landscape management,
Tourism program operating,marketing and advertising,and through these activities an
Image of"capital of six dynasties,cultural Nanjing"should be set up.
More summaries about the Study on Nanjing Urban Tourism Image