Discourse Tourism Destination Image Perception Of The Utility

With the rapid development of tourism, the study of tourism is deepening gradually. Tourism is a common issue of multi-discipline research, not only involving social science to include economics, sociology, politics, geography, statistics, management and so on, which are known to be close related to tourism; but also involving linguistics,owing that the tourist activities and other service and marketing activities involved in the tourist can be accomplished only by the using of language. Therefore, this study which conducts relevant tourist research from the angle of context will enrich the content of tourist research, broaden the view of it and enrich the research in discourse analysis.An increased number of researchers found that tourist destination image (TDI) is one of the most important influencing factors that attract tourist to come to visit. And more and more researches proved that information is one of the most important factors that influence the perception of TDI. Tourism texts, as the linguistic sign in the spreading of TDI information, play an inneglectable role in the perception of TDI. The beautiful scene, honest folk culture and the enthusiastic residents in the scenic spots can be expressed by the context of tourism texts. This paper tries to make an analysis on the tourism texts of difference resources by the analysis method of Systemic Functional Linguistics and evaluate the effects of the context by empirical research, explore the correlation between the characteristic of context and the perception of TDI, and so as to find out more effective context to describe TDI.First of all, on the basis of literature review of domestic and foreign study, it introduces the relative research achievement of TDI and the application of discourse analysis to the tourism study. Then, it takes the tourism texts from China Travel Service Guangzhou and Mafengwo.cn and one of the city name cards of Quanzhou as the object of study. And it analyzes characteristics of the context and abstracts the context elements by the transitivity analysis of these three tourism texts. Next, the paper makes use of the questionnaire survey to get the first-hand data and analyze them with SPSS. It also explains the significance of the information symbol of TDI, especially the linguistic sign, in the perception of TDI. Meanwhile, it also analyzes the text recipients'evaluation at these texts to see if the effect of context is corresponding with the author's purpose and make relevant analysis between context elements and the perception of TDI.It has been discovered that during the spreading of TDI, great importance need to be attached to the linguistic signs, since its spreading influences the tourists'perception of TDI greatly. A survey of the influence of the texts on the perception of TDI was conducted, whose findings were in accordance with the results of functional discourse analysis. It shows that the linguistic effects of tourism information can be evaluated through discourse analysis, which can help to find out whether the author's viewpoint is appropriately conveyed or not and the purpose is achieved or not, so as to lay a foundation for tourism research. Moreover, compared to the understandability, clarity, vividity and intimacy of the context, objectivity of it is with the least correlation with the perception of TDI. Therefore, the author of the tourism texts should not overemphasize the objectivity of the texts, and neglect the other context elements.