An Empirical Study on the Tourism Image of Nanjing from the Perspective of International Students

Abstract

AbstractInternational students are a special group in Chinese cities, and their tourism image perception has important research significance for urban tourism construction. Based on the destination tourism image model proposed by Baloglu and McCleary, the tourism image of Nanjing is divided into three aspects: cognitive image, emotional image and overall image. Aiming at the international student group in Nanjing, the questionnaire survey was used to obtain the perception data of the group’s tourism image in Nanjing with SPSS. The empirical research on the tourism image of Nanjing was carried out from three aspects: tourism image perception factor, overall image perception and representative attractions. The study found that in the structured part of the dimension, international students are most satisfied with “urban environment” and least concerned about “attractions”. Through the single factor measurement, the most satisfied one is the rich historical and cultural heritage, and the most dissatisfied one is the crowded urban environment. In the unstructured part of the international students on Nanjing tourism image, the overall satisfaction is high, in which the destination image perception of the “delicious food” is the best. In the perception of urban tourism image, the perception of “a beautiful city” is the best. The analysis of the characteristics of social population structure shows obvious individualized difference. Boys tend to Zhongshan mausoleum, and girls are more inclined to Confucius Temple Qinhuai scenery belt.KeywordsTourism imageInternational studentsTraining tourismFactor analysis method