Research On Tourism Image Of Pingjiang Historical And Cultural District

Continuous development of Internet technology is increasingly changing the waypeople live, learn, work or even to travel.Virtual community is becoming a new platformfor mutual exchange about destination image between the host and tourists. The mainobjects record their tourist gaze by travelling pictures.The study on tourist gaze provides aunique perspective for the tourism image perception and evaluation of research. With thehelp of Sina micro-blog, this study chooses tourist gaze theory as a starting point andmakes use of the content analysis, semiotics and cultural methods, interviews and languagedifferences scale analysis and other methods, analyzing the cognitive image and emotionalimage of Pingjiang historical and cultural district from both the gaze of tourists and hosts.By comparing the similarities and differences of the destination image reflecting from thesubject-object gaze, this study summaries the successful experience and make it areference for historical and cultural districts to upgrade their tourist destination image.The main results of this study displays: same in different is the characteristic of thecognitive image and affective image of Pingjiang district. There are three reasons for thisphenomenon: firstly, neighborhood environment, tourism products, and subject-objectrelationship are all associated with the hosts and visitors，and Pingjiang district meets theirneeds in these three areas; secondly, tourists and host are in different capacities in thecommunity, so they have different gaze concerns; finally, tourists and hosts have differentidentities and experiences which make different depth and attention of emotional image.The successful five factors include neighborhood environment, tourism products,subject-object relationships, depth of experience and a host participation in management.