Research On Imagery Perception Of Shanghai Ancient Town Based On VEP Photo Analysis

The town has become a place that the city people to return the nature, the new standard remembrance weekend leisure tourism’s nostalgia. With the arrival of the era of mass leisure, tourism has abandoned the traditional service mode, the tourists of tourism service quality and its cultural connotation requirements become the leading role in tourism development. Therefore, from the consumer demand of understanding of tourism image perception, in the view of the transformation and upgrade of the city in the neighboring town of quality of products and services, the excavation of the ancient culture become urban suburb town development essence of.To understand visitors’real tourism perception, avoiding visitors feedback subjective interference, the paper draws extensively on gaze, the environmental psychology, cognitive psychology and tourism culture theory, introduct method Visitor-employed photography into tourism image perception research and image analysis method throughout the study, to expand the tourism image, perception of non structure research method. By inviting visitors in the traveling process have to shoot a series on behalf of tourists visit the photos, of picture coding and shoot spatial distribution analysis, deconstruction tourist gaze of the subject and space structure, inductive cognitive image characteristics of tourists. Again according to the tourists tourists cognitive perceptual image characteristics and overall cognitive image features, tourists to take photos with single factor to modify the pictures and four large outstanding ancient town of the same composition structure picture comparison choice experiment, by visitors choose the emotional preferences to determine the visitors emotional cognitive characteristics.By the analysis of three empirical studies, the tourism image perception conclusion from the four aspects of cognition, emotion, space and research methods. First, the tourists’perception of image perception system including the original living space, tourism and tourism support facilities space transformation of three parts. Which to southern traditional culture origin living space occupied the leading, modern culture and traditional culture, folk culture fusion has great potential of development and tourism support facilities needed to upgrade.Second, tourists Fengjing ancient town on the whole emotional perception is relatively satisfactory state, but in scenic construction, tourism sign forms, tourism and cultural activities, travel service and so on elements in the expression of feelings is strong, Fengjing town need to perfect. Third, visitors to the town of spatial cognition, the town landscape, leisure catering space gathering area is centralized, roads should play a role in connecting the integration of tour order. The future road and line corridor landscape design based on channel integration, multidimensional attractions and small spots, for visual stimulation and surprise tourists sightseeing in the process of creating.In the study of tourism image, we should introduce the non structure research, and the data collected by the picture can avoid the tourists’ self-interference. In the research methods by tourists gaze at pictures, to lock the tourist gaze points, compared to the interview, VEP, on the one hand, can avoid to bring tourists memories and deviation, as well as tourists when viewing a particular element, the environmental neglect. This study provides a reference for the future development of the ancient town of cultural mining and marketing.