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The development and transformation of subtourist-destination (STD) has been currently a hot topic in academia. This article firstly demonstrates the importance of tourism image in upgrading of scenic spot. Then, it combs the evaluation system of STD based on the point of tourism image. And thirdly, there is a comparison of tourist market, tourism image and local resident’s attitude between Jin fo Mountain Scenic Spot and Heishan Valley Scenic Spot in Chongqing. Qualitative evaluation to resort resource of Heishan Valley has been made. According to this research, Heishan Valley Scenic Spot has typical attribute of STD which can be upgraded by its predominant resort resources. To get out of STD dilemma, the new tourism image of different tourist market and rich-inexperience products must be explored. Keywords—sub-tourist-destination; image upgrading; Heishan Valley; Jinfo Mountain

Tourism Image Upgrading and Transformation of Sub-tourist-destination A Comparative Study Based on Heishan Valley and Jinfo Mountain in Chongqing