The Comparative Study Between Tourism Perceived Image And Projected Image Of The Qinghai Lake Tourism District Based On Network Text

Tourism development has entered an image-driven period.The Qinghai Lake Tourism District,which is a key knot of the the silk road economic belt,has become a hot destination in China.Based on 290 blogs posted by tourists and 290 publicity texts released on the internet by the local government and tourism operators,dated from January 2013 to September 2016,using the method of web content analysis,making the independent point of texts as the analyzing unit,this paper make a study of analyzing and comparing the tourism perceived image and projected image of the Qinghai Lake Tourism District.The results has certain reference value to complete region tourism image and improve tourism market competitiveness.The conclusions shows that:(1)In the perceived image,tourist perception of the cognitive image from strong to week are sightseeing,environment,accommodation,transportation,catering,entertainment and shopping.Emotional image is dominated by positive emotion.The attitude of environment,entertainment and shopping is neutral.The attitude of accommodation is negative.The perceived image presented a destination which has beautiful natural scenery,good ecological and social environment and distinctive local food,but shopping,entertainment,catering,transport and accommodation still need improving.(2)In the projection image,the image formation is dominated by sightseeing,followed by environment,entertainment,transportation,catering,accommodation and shopping.Emotional expression is dominated by neutral emotion.The attitude of sightseeing,entertainment and catering is positive.The projection image present a summer resort which has unique tourism resources,good environment and is suitable for sightseeing,but should be careful of the altitude sickness and the dry-cold climate.(3)The comparative result shows that: the perceived image is dominated by positive emotion,presented a summer resort which has high quality natural tourism resources,good environment and is suitable for sightseeing.That shows the projection image has achieved good effect.But there are still some problems: tourists' perception of shopping is week,followed by entertainment and culture;the price of caring and ticket is relatively expensive;the accommodation can't meet the need of tourism in the peak season which made the attitude of accommodation is negative;the advertise of shopping and scenery along the route is not enough.(4)Reasons that cause the different between perceived image and projection image are as follows: the purpose of tourist and tourism operator is different;the tourism marketing planning is unreasonable;the different of tourist's expectation and reality and the verbal overshadowing effect of tourism resources.Finally,this paper proposed some strategies such as enriching tourism product system,developing all-for-one tourism,improving tourism service level,performing supply-side structural reform and meeting the diversity need of tourist to improve the tourism image of the Qinghai Lake Tourism District.