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1、AbstractAbstractWiththerapiddevelopmentoftourism,moreandmorepeopleareawarethatthetourismdestinationimagehasbeentakinganimportantpartindevelopingtourismindustry.Itmayinfluencetourismplanning,tourismproducts,andevendecidethedirectionofthetourismmarketing.Tour
2、ismdestinationimage,whichisaccuratepositioninganddistinctivefactor,maypromptvisibilityandreputationoftourism,whatismore,italsomightstrengthenthetourismcompetitiveness.Asfarastheslogan“FriendlyShandong”goes,Shandongisamajortourismprovince,wherethereareabunda
3、ntoftourismresources,suchasthebeautifulnaturalattractions—SpoutingSpring,WeishanLake,LaoshanMountain,thefamousculturalattractions—QufuMingOldCitySankongtouristarea,MountTai,andsoon.What’smore,asitsthreemaintouristroutes(“LandscapeSaints”,“GoldCoast”and“Xiao
4、yaotour”)presented,Shandongnotonlyhaspotentialspace,butalsohasformedhisownuniquesuperiorityofresources.BasedonShandong’stourismdestinationimage,ontheonehand,inordertostudythetouristsperceivedimageaboutShandong,thispapergoesthroughinvestigationandquestionnai
5、reforShandongtocollecttherelevantdataandinformation--tourists’perceivedinformation,listsabout23factorsforShandongtourismdestinationimage,anduseLikertScaletomeasure,thenresorttoamethodoftheImportance-PerformanceAnalysis（IPA）,havingbeenwidelyusedabroad,tostud
6、ythedifferencesbetweenthetourists’expectsandtheirrealcognition.What’smore,regardtheageof25-44peopleasthemainresearchobjectandaccordingtodifferenttourismmarket,weobtainthefollowingconclusions:firstly,touristsareveryfondofShandongtourism,weshouldkeepupthebeau
7、tifulnaturalscenery,uniquefood,residents’friendlyattitude,stablesocialenvironmentandcomfortableaccommodation;secondly,thereissometourists’dissatisfactionwhichweshouldn’tignore,forexample,theinsufficientabilityofservice,shoddyinfrastructureandlagginginformat
8、ioncommunication,soit’shightimetotakeactivemeasurestocorrecttheshortcomings,suchas“enhancingtheservicelevelandcreatingdistinctivetourismproducts”,“optimizingtourismenvironmentandimprovingtransportinfra
