| Against the background of the fast development of the tourism industry in the world, cities have been the destinations of the majority of the tourists thanks to the perfect of the infrastructure and strong economy. The tourist attractions as the main part, its good tourism image will draw more potential tourists and the tourists may spend longer time in the tourist attractions. This article take the west lake tourist attraction as the case, study the tourism image of the West Lake by adopting the content analysis and image analysis. This article based on the Lynch’s city image, study the tourism image of the West Lake from the five factors, which includes the tourism gateways, tourism nodes, tourism areas, tourism borders and tourism signs.This paper mainly includes six chapters: the first mainly put forward the problems, the research significance, the research purpose of the paper and its content and its ideas; the second chapter gives the related concepts, the research situations at home and abroad; the third chapter is about the research process, the introduction of the methods try to use and the data of the research; the fourth is to analyze the tourism image of the west lake through the content analysis and the image analysis from the Lynch’s city image; the fifth is to compare the results of the two methods; the six chapter is to put forward some suggestions and research prospects.The conclusions of this paper are:1) In terms of the tourismchannels, the awareness rate of visitors to the NanShan Road, North Road, Yang Gong Di, He Fang Street, NanSong Yu Jie, ZhiJiang Road, Gu Shan Road, Long Jing Road, Hu Pao Road,thesenine tourism nodes are the highest. Because the tourists on these roads are the most intensive and they are most familiar for the tourists.2) In terms of the tourismnodes, this article adopted the tourism harborsand tourist squares as the factors of the tourism nodes, the spatial perception of the visitors to the Xiao Yingzhou ISIC, Su Causeway pier, WuShan Square, Zhong Shan Park, Yue Lake Park pier are higher. The spatial perception ofXiao Yingzhou ISIC, Su Causeway pier, WuShan Square are thehighest through the content analysis and image Because there are many kinds of the tourism boats and these three tourism nodes are one of the most famous scenic spots, so their spatial perception is the highest among these tourism nodes.3) Understanding the image perception of the West Lake by the content analysis and picture analysis. Tourism Region is the largest in the five elements,so the factors in the elements are most. Through the analysis, the results show that the spatial perception of the tourists the Ling Yin Temple, Su Causeway in Spring Dawn,Lei Feng Pagoda in Evening Glow, Jiuxi YanShu, Three Pools Mirroring the moon, Bai Causeway, LongJing Village, Bai Causeway, Orioles Singing in the Willows, Yue Temple, Yong Fu Temple, former residence of Hu Xue Yan, Xi Ling Seal Society and GuShan is the highest. For example, almost of the tourists will visitSu Causeway in Spring DawnJiu Xi Yan Shu, Lei Feng Pagoda, Ling Yin Temple. Su Causeway in Spring Dawn is best place for the tourist to view the West Lake, and it is the best location to cycle and walk; Jiu Xi Yan Shu is the location for the visitors to experience the quietness, and is the most convenient spots to Long Jingvillage; Ling Yin Temple, Yong Fu temple is famous ancient temple with time- honored history, many Buddhists or who are interested in the Buddhist architecture, culture, sense of interest of tourists will go to attractions;Long Jing village is the place to plant Long Jing tea,the visitors can experience the Long Jing tea culture and canbreathe thefresh air, which is also the place to enjoy holiday and enjoy the good ecological environment. It is precisely because of these characteristics, these areas are the most concentrated areas of tourists. In addition, the image perception of the visitors to the HuPao park, and various museums and Bao ShiMountain, San Tai dreaming track, Mao Jia Bu, Evening Bell Ringis also higher than other factors, so these attractions leaves the deepest impression on tourists..4) For the tourism borders, visitors sometimes may not pay attention to the places they have already arrived because the West Lake is an opening tourism attractions, particular the scenic spots along the lake. The result shows that the perception image of the tourists to the entrance Ling Yin Temple, Su Causeway in Spring Dawn, Lei Feng Pagoda, Lingerring Snow on the Broken Bridge, Viewing Fish at Flower Pond and Tai Wan Park is the highest among all the factors of the borders. Because these facto rs have their specific area, so that the tourists can recognize the easily.5) For the tourism signs, the image perception of the tourists to the Lei Feng Pagoda, Three Pools Mirroring the moon, the music fountain, Liu He Temple, Bao ShiMountain, The Celebrity Residence, Bao Chu Temple, Lin Hui Yin Monument, Mu Cai Pavilion are the highest. These tourism signs are the most familiar with the tourists, even some of them have not come before. As the World Cultural Heritage, its Celebrity Residence has attracted numerous tourists’ attention.This paper analyzed the tourists’ spatial perception of the West Lake through the content analysis method and image analysis, showing images of visitors to the West Lake scenic area is relatively concentrated, including tourism channels, tourism nodes, tourism regions, tourism logo and tourism borders.Tourist spatial image perception, strong is the tourists are more familiar with the attractions, roads and New Ten Views of the West Lake, old West Lake ten, and other att ractions, visitors to their spatial imagery is not strong, less part of the scenic spots left the impression of the tourists is very shal ow. Therefore, in general, the following four aspects:For the tourism signs and tourism nodes, tourism signs serve as the symbol of the tourism attractions and the combination of the culture and history, so it should be conserved for long term and cannot be changed. Therefore, this article believe that the tourism signs should be coordinated with the overall environment, but it cannot be excessively unique which make the tourists feel that the signs is not compatible with the tourism attraction,; tourism nodes which seen as the first impression for the tourists, so it should be strengthened by some special architectures and beautiful scenery.In terms of the tourism borders, which rarely attract the attention of the tourists. Some of the tourism borders may block the tourist’s view. Therefore, this article believe it should put emphasis on the new function of the border, which make the tourists stay longer. |
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