The Tourist Image Of Gulangyu Islet Research Based On Tourist Gaze

Gulangyu Islet as a jewel in the Xiamen has been reputed as a10000State Building Expo、Piano Island and Music Town. However, with the rapid tourism development, some problems such as season overcrowding、desolate dilapidated historic buildings、 undeserved reputation arise in Gulangyu Islet. The research from the perspective of tourists is limited. Tourists as direct experience of tourism products and service are directly related to the survival and the development of tourism destination. They feel the specific image composed of many symbols of the external world through visual landscape. Therefore, it is important and practical significant to study local tourism image from the perspective of tourists for the development of tourism destination.The paper selects visitor online comments as research sample based on the theory of tourist gaze and tourism image. According to the summarization of tourist gaze signs by content analysis, the research aim to gain tourism destination cognitive image and the positive and negative emotion by using grounded theory. Finally, this paper also provides suggestions for sustainable development. With the expectation that the strategy will provide some reference for the development of planning and destination marketing.