Abstract

Under the background of global competition of tourist destinations，unique image has become a distinctive feature of destination competition. The globalization of destination cultural display oriented by unique tourism image building exerts more and more influence on the development of tourist destinations. However，cultural display is incompatible with image management during the development of tourist destinations in China. In terms of image building，the main path is “image positioning—image designing—media channel image publicity”，and the image promotion is often separated from tourists’perception of image on the destination. In terms of displaying destination culture，there is a lack of image orientation；what is more，there are more and more imitation，blind and disorderly display，leading to the prominent problems of image management that restrict the competitiveness of tourist destinations such as convergence，dislocation and indistinctiveness of tourism image. To some extent，these problems reflect the deficiencies of related research. The research on cultural display at home and abroad is insufficient at the destination level，and the focus of destination image research is on destination marketing. The focus of image-building research is on marketing，ignoring destination management，thus it is not common to combine the study of destination cultural display with tourism image. Therefore，there is an urgent need to guide the practice of destination tourism development based on tourism image building research on destination cultural display，which aims to promote the sustainable development of destination tourism.

This project is problem-oriented，and follows the research route of “phenomenon-mechanism-control”from the multi-dimensional perspective of destination image. By introducing Theory of Landscape Ecology，adopting multi-disciplinary comprehensive research methods，structuralism methods and comparative research methods，as well as methods of combining normative with empirical research，qualitative with quantitative research，and combining field research with questionnaire survey，taking three tourist destinations of the World Heritage Site—Suzhou，Leshan and Lijiang as examples，this study combines the destination cultural display with tourism image management to explore a cultural display path for building the unique image of tourist destinations，tries to solve the shortcomings of relevant studies at home and abroad，and solves prominent problems such as the disconnection between destination cultural display and tourism image management，the focus of destination image building on marketing approach and the neglect of destination management approach. Findings suggest dynamic changes of destination culture display cause and restrict the evolution of tourism image，in which the succession of dominant cultural factors is the key，and tourism investment is an important driving factor；The interactive mode of cultural display and tourism image is the best tourism image management tool；Destinations should implement image management strategies and dynamically manage tourism images；implementing the management project of destination culture display can control the evolution direction of the destination image；The destination should focus on construction of “time-space-culture”three-dimensional cultural display system to cultivate a unique image；There are common ways and different breakthrough ways in destinations’cultural display strategies to cultivate the image of leisure tourism；World heritage resource protection and cultural display is the cornerstone of sustainable tourism development in heritage sites.

This study expands and deeps the study of cultural display and tourism image. It is innovative in theoretical research，research content，research perspective，research methods，and applied research，and it has important academic value in the study of tourism image evolution，tourism image influencing factors，tourism image management and tourism flow network characteristics. From a managerial perspective，this study has important reference value to the capability of destination image management，promote the in-depth integration of destination culture and tourism practice，enhance the tourism competitiveness of destination and sustainable development ability of tourism industry.