旅游目的地形象对旅游者的目的地选择行为和满意度都具有至关重要的作用和影响。本文应用问卷调查法、因子分析法、方差分析法、均值比较法,探索性地研究外国游客对中国的旅游感知形象。对外国游客认可的中国独特形象、影响外国游客对中国旅游认知形象的主导因素、不同外国游客对中国的旅游认知形象的差异进行了深入分析。最后,提出塑造和改善中国国家旅游形象的三点建议:塑造鲜明国家旅游形象,加大旅游市场营销力度;改善交通接待设施,着力优化旅游环境;更新换代旅游产品,提高旅游服务水平。本研究可为中国国家旅游形象设计和提高中国入境旅游业服务水平提供有益参考。

Tourism destination image has a vital role and influence on tourists' destination choice behavior and satisfaction, and which has been one of the most important research projects in the tourist destination marketing area. Research on the China's tourism perceived image of foreigner tourists has important theoretical and practical significance, which can not only help to improve national tourism image, but also provide a basis for shaping national tourism image. China's tourism perceived image of foreigner tourists is studied by using the questionnaire survey, factor analysis, variance analysis and mean comparison in this paper. The unique image of China is firstly investigated, then China's tourism perceived image of foreigner tourists is studied through three aspects, which are cognitive image, affective image and conative image. The following conclusions are obtained: ①historical, unique, rapid economic development, developing country are China's unique image recognized by foreigner tourists. ②Foreigner tourists have high loyalty on China tourism, willing to recommend China to their families and friends and would like to travel to China again. However, they are deeply dissatisfied with China's transport infrastructure and the tourism environment. ③Core attractions, infrastructure and services, reception facilities and cost, information communication are the dominant factors that influence the China's tourism cognitive image of Foreigner tourists. Attractive tourism resources, high quality reception facilities, low tourism product price are the main factors that stimulate the development of China's international tourism industry. ④Different Foreigner tourists who have different gender, age, occupation, times of traveling abroad have significant different cognitive tourism image of China. Finally, three suggestions are proposed to shape and improve the national tourism image of China, which are "creating distinctive tourism image and enhancing marketing", "improving transport accessibility and optimizing tourism environment as soon as possible", "upgrading tourism products and improving the quality of tourism services".