A Study on American Tourists' China Images:Based on Grounded Theory
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Abstract
Destination image is the core content of inbound tourists' cognition to the destination and a main carrier of spreading China's image. This paper took the American tourists traveling here in China as object and their cognitions of destination image as content,and acquired the research material through 4 batches of tourists' tracking in the whole journey. Using the grounded theory,the paper extracted 11 main categories of their cognitions to the main China image by open coding,constructed the American tourists' cognitive paradigm model of destination image by axial coding,and developed a story line by selective coding. The results show that: The major causal conditions which effect tourists' cognition of the destination image are the tourism attractions,cultural and natural environment in tourism destination and social development characteristics; Tourism services and interpersonal interaction which are supplied by the destination are the main intervening conditions; Emotional involvement is the context; Tourists ' cognition of destination image stimulates and promotes the production of tourists' behavioral intentions.