The Comparative Study Between The "Perceived Image" And The "Projected Image" Of Chinese Tourism Image

Tourist destination image (TDI) is very crucial for the healthy growth of the destination’s tourism industry and the extension of tourism market. Shaping proper tourist images and developing appropriate promotional strategies are the focal points for national tourism marketing. Currently, Chinese tourism is in rapid growth, while the inbound tourism is declining. Facing the intense competition of the surrounding tourist destinations, China must shape more attractive and targeted tourist images. The essay introduced the theory of communication, from two aspects of the shaper and the tourists, to study the tourist images of China and made the comparison of the two images. They are the "projected Image" and "perceived Image" The results of the article will provide theoretical basis and policy advices for the enhancement of Chinese tourist images.The "identification-misplacement" theory in tourist images’propagation is the theoretical basis of the article. With the advising of "cognitive-affective" image model and "projected-perceived" theory, by analyzing the 360,000 words netnography of Chinese tourism that tourists posted on the Internet and various text from China for the publicity of tourist destination image, using qualitative analysis software Nvivo in coding, the article analyzed the cognitive images, emotional images and overall images of Chinese tourist images from the two angles, shaper of tourist images and tourists, studied the comparison of the two aspects and discussed the reasons for that" identification-misplacement". The following are conclusions:Firstly, the cognitive image dimension, the identification of the "projected Image" and "perceived Image "are humanistic attractions, natural attractions, events and activities, tourism facilities and services, tourism-related services, society of tourist destination, atmosphere and features of destination. At the same time, we find some cognitive contents that not found in previous studies, such as "Third World phenomenon". The "Third World phenomenon" and "price" in perceived Image and "new tourism products" in projected image are misplacement. Secondly, the emotional image dimension, the contents in projected image and perceived Image showed overall identification. They are "pleasant", "arousing ", "relax", "exciting. The strongest is "pleasure" and the weakest is "excited" among them. Thirdly, the overall image dimension, the "projected Image" and "perceived Image "were portrayed China as "beautiful natural scenery", "traditional and ancient", "modernization/ internationalization/economic development", "delicious food", "Diversification/ideal destination with perfect facilities and services", "leisure and humane country". In addition to this, the low price and the busy life in China came in tourists’eyes, which are not in projected Image. The new and special tourism products are in projected Image but not in perceived Image.Then, the article studied the reasons for these "identification-misplacement". Firstly, because the dynamic of the tourist image, there are some new contents in projected Image" and "perceived Image. Secondly, although the projected image intended to shape China as leisure place and with rich special tourism products, such as the golf and photography destination, there is a lack of attractive tourist line to support the image. So, the condition result in this part has not yet been perceived by tourists. Thirdly, new contents has been projected, due to the hysteresis of the tourists’ perception, it will take time to perceive by tourists. The marketing activities and product attractiveness influenced the hysteresis.The article studied Chinese tourist image from projected and perceived, which make up only from the perceived focus in previous study. The analysis of "identification-misplacement" deepened the study for the formation mechanism of Chinese tourist image, which provide reference for effective dissemination of tourist images. The travel reviews, blog, promotional materials on the Internet is the essay’s material sources. They are innovation for previous studies which collected data through questionnaires.