Perceptive difference of tourism destination image along with time: A case study of Tiantangzhai scenic spot, Anhui Province
旅游地形象随时间变化的感知差异——以安徽天堂寨风景区为例

It is one of the seven main topics in the study field of the tourism destination image that the tourism destination image changes along with time.Based on the model of tourism destination formation that is a general framework of tourism destination image,this paper proposes a study method to analyze the perceptive difference of the tourism destination image along with time,evaluates the changes of pre/post tourism destination image from the overall point of view,which extends further the assessment method of tourism destination image focusing on the destination multi-dimensional attributes.The main idea of this method is to evaluate and contrast the change of cognitive,affective and overall image between pre-visit and post visit using the quantitative methods such as principal components analysis and paired sample t test.This paper applies this method to Tiantangzhai scenic spot of Anhui province and finds that the tourism destination image of Tiantangzhai scenic spot between pre-visit and post visit changes steadily to a certain degree.The overall image' assessment of Tiantangzhai scenic spot is positive either in pre-visit or in post visit without changes,which shows that the tourism destination image maintained relative stability.However,the specific perception value numbers between pre-visit and post visit have certain changes and differences,the assessment value number of the evaluation factors is decreased or increased respectively.Overall,the perception value number of pre-visit tourism destination image is larger than that of post visit,indicating a higher level of expectations of tourists to Tiantangzhai scenic spot.Managers of Tiantangzhai scenic spot should take some measures according to the situation of the perceptive differences of the tourism destination image between pre-visit and post visit,such as strengthening management and the construction of scenic areas,upgrading and improving the tourism destination image.Through the empirical study,this paper draws conclusions as follows:The empirical results achieved the expected goals,and validated that the tourism destination image has the characteristics of stability again.This method that compares the changes and the difference degree of pre/post tourism destination image from the global point of view is feasible,thus it can provide a useful reference for the follow-up studies.