Abstract：Since China has come into an image planning era, destination image plays an important role in today`s tourism industry management. Destination image is important and has a great influence on tourists` different choosing steps. Travelers will search and comment on the destination's information before travelling, during the travelling and after travelling steps. The destination information is spreading faster, more wide and contacting more people, especially the wrong and negative effect and information. Tourists often receive wrong and outdated news about the destination. But research on this field is quite insufficient in China, especially the website communication from the view of tourists and related groups. It is necessary and urgent to explore a new communication model to solve the information communication problems and improve the tourists' satisfaction.
The paper discusses the projected and the received tourism destination images at the same time. First, the projected tourism destination image was collected by interviewing the managers of the two scenic spots, which was Jiulihu scenic spot and Wuyi Mountain in October, 2010; second, the received image was formed by information-searching on the website of Lvmama which was distributed by normal travelers after visiting these two sites during October, 2009 to October, 2010. Lvmama website is the largest reviewing site on scenic spots in and has the largest number of users in China. By contrasting the two scenic spots, this paper explores the different image spreading models for tourism destination which was a single-spreading model beyond internet and double-spreading model embedded internet information. By taking the advantages of the double- spreading model embedded internet information, the image can be transferred more vivid and real. Also, the paper discusses the shortcomings and weak points of the double-spreading model and points out the research contents in the future.
