Research On The Construction Of Tourist Destination Image Based On The Government Tourism Web Site

The research of Tourist destination image has been paid a lot of attention for a longtime; clearly image of tourism destination has palyed an important role to improve theawareness of the tourism destination and tourists’ travel. In The21century, thenetwork become an important window for people to understand the world, as thenetwork appling in different levels, through the network, the tourism destinationimage construction will be more effective and significance. Under the development ofInternet technology, professional website, BLOG (BLOG), RSS, encyclopedia(WIKI), witkey, social network (SNS), P2P, instant messaging (IM), and othermodern emerging tourist destination image of the media has gradually replaced thetelevision, newspapers, magazines and other traditional medias, the networkinteractive function palyed more important role in forming the tourism destinationimage perception, and it could be more profound. As an official of the authority oftourism information publishers, the government tourism website occupied amainstream discourse in the tourism destination image construction. Therefore, it hasbecome the most effective medium in the government’s imge construction and thelocal tourism destination image promoting.In this paper, based on relevant theory and practice of the domestic andinternational tourism destination image and travel sites, social construction, based onsocial constructivist theory, heterogeneous space theory, frame theory, corporateidentity theory (CIS), the tourist image of the design theory,AIDA model and otherrelated theories and models, the use of literature review, a combination of theory andpractice, social survey, content analysis and other methods to study the constructionof tourist destination image, through the analysis of government tourism website.Under the level of cultural symbols, the government tourism websites and tourismdestination image connects together, in the context of the web2.0era and the virtualeconomy, the government tourism website trhough the news, photos, video andstation advertising to constructing the tourist destination image, trough an empiricalanalysis of Zhouzhuang, evaluating and summarizing its effects by the AIDA model.From a practical point of view to verify the Government Tourist website on tourism destination image construct could increase its visibility and can promoting thediversification of its image, and can eliminate the adverse effects of the image,fannally to expand the tourism destination image in the minds of consumers’perceptions.