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| AN ANALYSIS OF FORMING MODE TO PERCEPTION SPACE OF TOURISM DESTINATIONS AND RELATED MANAGEMENT |
| XUE Hui-juans |
| School of Management, Zhejiang University, Hangzhou 310005, China |
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Abstract This paper measures the different perception of different tourists and analyzes the forming models of perception space on tourism destinations. The paper devides perception space on tourism destinations into four phrases including Organic Perception, Decision Perception, Spot Perception and Ultimate Perception, then it analyzes their impacts on each other through analysis on their contents and influence factors. Organic Perception is formed before the decision of traveling based on the accelerated information.It is ambiguous, but the most reliable of all the phrases. Decision Perception is formed when people start gathering related information and have the motivation to go to certain tourism destination.It is more clear than the former perception,though both of them are formed before tourists going to the destinations and are depended more on the subjective decision than objective decision.Spot Perception is formed by enjoying sight of the destinations when tourists arrived at the deatinations. In this phrase,the tourists will compare the perception before they arrive and make it more clear. Ultimate Perception is the ultimate identity of the tourism destinations. In this phrase, the tourists will integrate and refine the perception and acquire the abstract and general perception, which will leave in the tourists' mind.These four phrases complete perception system.The potential tourists just have the perception of the two former perceptions or even just the first phrase. There are lots of factors affecting the formation of Perception Space, Such as the individual characters including former experience, income and preference,the destination characters including tourism product type and related service.These two characters will interact with each other and have an influence on the formation of the perception. The space can enlarge,narrow or be fixed.The manager of the tourism destinations must master the formation rule of it and implement the process management in tourism destinations.The related managements are as follows:
1)The tourism destinations must have a special theme. It is helpful for the tourist to identify the destination and deepen their image of it while enlarging the perception space.What is more, it is important to keep the identical image in all the phrases. 2)The tourism destinations must strengthen the information management, because it affects the decision to go to the destinations strongly. 3)The Tourism destinations must keep the authentic propaganda. If there is a big gap between the propaganda and the reality,the perception space will narrow quickly. 4)The tourism destinations must implement spot management.Any problem must be resolved in time to remedy the perception. The continuous and harmonious image can strengthen the perception. 5)The tracking service can influence the the tourist behavior after they leave the destinations.The tourism destinations should keep the relation to the tourists.
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Received: 25 November 2006
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2008, Vol. 23 
