Study on tourist perceptions of urban tourism brand image in Ningbo

Abstract

As a new tourism form, the urban tourism is rising gradually in the world. The brand image of urban tourism can divide into four dimensions, which were regional image, landscape image, cultural image, and service image. The survey results from 97 non-local tourists showed that the perceptions of "regional image" and "cultural image" were strongest, but perception of "landscape image" was weakest. Except the landscape image, the perception of urban tourism brand image had remarkable influence on the choice of tourism destination. So the government shall strengthen environmental construction and carry out integrated marketing communication to promote urban tourism brand image in Ningbo. © Springer-Verlag Berlin Heidelberg 2013.