A Comparative Study On Perception And Projection Of Urban Tourism Image Inhangzhoubased On Ground Theory

Tourism destination image plays an important role in the development of urban tourism market and the healthy development of local tourism industry.It is an important way to make the city image of high quality become the tourism competition of destinations.Tourism development in Hangzhou has experienced the stages of foundation,growth and development.Tourism has become a leading industry in modern service industry.Hangzhou G20 summit accelerated the internationalization of Hangzhou which is an important development model of tourism city in China.There are few researches on the new images of Hangzhou’s tourism that are being delivered and expressed by the rapid development of Hangzhou.From the perspective of tourism supply and tourism demand,compared to tourism projection image and perception image research is rare.Is the image of Hangzhou tourism from the perspective of tourists is consistent with the projected image?This study took this initial research question and began to study the grounded theory.Based on relevant literature and realistic background using the paradigm of grounded theory,The thesis construct a model of Hangzhou city tourism image perception model and urban tourism projection model of Hangzhou city.At the same time,the differences between perception and projection are compared.then the strategy suggestions are provided for tourism image optimization.Based on the theoretical qualitative research method,QSR Nvivo 11 analysis software was used in this study.In this paper,the author explores the composition of Hangzhou city tourism image from two perspectives:tourist demand and tourism supply.On the basis of constructing the model of urban tourism perception image and projection image,the characteristics of each dimension of perception image and projection image are analyzed.In terms of tourists’ demand,this paper selects 32 web travelogues and in-depth interviews with 5 Hangzhou tourists as the raw data of perceived image research.This paper studies the three main categories which include fractal image,symbolized image and combination image,9 sub-categories which include aesthetic image and so on,as well as the core category of"Hangzhou city tourism image perception composition".From the perspective of tourism supplier,this paper selects the information and publicity materials of Hangzhou tourism-related website and publicize video and other publicity materials as the raw data of the study.This paper studies the three main categories which include combination image,symbolized image and fractal image,8 sub-categories which include aesthetic image and so on,as well as the core category of"Hangzhou city tourism image projection composition".Finally,based on the coding results this study compared and analyzed fractal image,symbolized image and combination image.It is found that there is a strong consistency between perception and projection debris,and there are some differences in dimension content;The symbol image contrast results show that the two are the most representative west lake.However,there are some differences between the other representative markers and the representative characteristics,and the slogan image perception is lagging behind the project slogan;The overall image comparison finds that image perception is weak in the international conference destination,which is dedicated to shaping the international conference destination.At the same time,the image of the image lacks the transmission of emotional image.According to the results of comparative analysis,the author puts forward some suggestions for the optimization of tourism image optimization in Hangzhou.