Research On Island-based Tourism Destination Image Under Theperspective Of Tourist Gaze

As a tourist destination, tourist island has unique geographical features which are popular with tourists. With the development of tourism competition, the drawbacks of the homogeneity appear. To create unique destination image is imperative.The tourist gaze is staring eyes staring of subject to object, is a multi-agent system complex in which the government and the tourists are important. But there are differences between the image promotion and received image. This paper takes the tourist island of Gulangyu Islet as a case, collecting images, text and other related data from network, aided by ROST software on blogs. Using the method of content analysis to analysis the Gulangyu Islet image. Finding out the differences and common ground between the image promotion and received image. The main factors popularized in Gulangyu are: style construction, the humanities and history, the main scenic spots. Factors that tourists feel strongly are the overall atmosphere, food main scenic spots. There are differences between the image promotion and received image,but the fitting degree is well. The government and the tourist gaze under the Gulangyu Islet image is of aestheticism, but some of the negative image will also enter the tourists’ vision. The government interpretation of symbols is unified, but visitors symbolize the factors of image. Based on the above research, the article proposes the proposal of Gulangyu Islet image building and communication. Specifically to promote the elements of rational, choice media, strengthening cultural symbols spread.The article combines gaze theory and destination image together, deepening the tourist gaze theory; at the same time, the analysis of the image of Gulangyu Islet gaze in elements can provide references for developers and operators, creations, which has the guiding significance of Gulangyu Islet heritage application process.