Research On The Differences Between The Projected And Perceived Image Of Historical Tourism Performing Arts

Under the background of cultural and tourism integration,tourism performing arts has become an important tourism product that promotes the history and culture of tourist destinations and meets the needs of tourists’ cultural experience.The materials for tourism performing arts mainly come from historical materials.Under the development trend of "image-oriented" in the tourism industry,the research on the projection and perception of image differences in the historical tourism performing arts can effectively evaluate its marketing effectiveness and provide practical reference for its image optimization.Based on the definition of historical themes,tourism performance,projected image and perceived image,this research selects three performing arts as the research samples,mainly using network text analysis and Fuzzy comprehensive evaluation method analyzes high-frequency feature words,topic tag cloud,semantic network,and sentiment and calculates the value of factor attraction in the three dimensions of cognition-emotion-wholeness,reveals the difference between projection and perceived image characteristics,summarize the key issues of historical tourism performance arts image optimization,and then get practical inspiration.The study found that the differentiated characteristics of the projected image and the perceived image of historical performing arts performance are as follows.The content of the theme communication image is broad and superficial,and the content of the theme awareness image focuses on the core and enrichment;Emotional communication image has single characteristics and emotional neutrality,emotional cognitive image has rich connotation and positive emotions;The overall attractiveness of the projected image is seriously insufficient,and the difference between the projected image and the perceived image attractiveness is obvious.The projected image of historical performing arts is the image of cultural tourism products.The perceptual image of historical performing arts is the image of entertainment experience.There is a big difference between the two.The projected image highlights performance content and cultural experience and its overall appeal is insufficient,especially in reception services,performing arts scenes and dance design.Perceived image focuses on service elements and lacks in regional historical and cultural characteristics and connotation.There are a lot of neutral emotions in the image of emotional communication.But the image of emotional evaluation is mainly based on positive emotions.From this we can see that the key to the optimization of the image of the historical tourism performing arts are mainly manifested in how to increase tourists’ love for theregional historical and cultural connotation in tourism performing arts,and how to change the status quo of tourism performance show highlights(performance content and cultural experience)different from tourist concerns(performance scenes and dance design)and other aspects.Therefore,the optimization of the image of historical tourism performing arts needs excavate the historical culture with regional characteristics and enhance the cultural gain of tourists,innovate the way of experiencing historical themes and improve the sense of integration of visitors,and other aspects of perfect practice.