Research On The Constructive Process Of Tourism Destination Image From The Semiotic Perspective

Tourism destination image is an important concept in tourism research.It is not only the psychological representation of tourists to tourism destination,but also a product manipulated by the society and culture,a specific value advocated by the mainstream group and a specific meaning given to the place.From the perspective of individual psychological representation,tourism destination image is a system formed by the interaction of tourists' thoughts,views and feelings on the destination.Image elements are the basic components of the destination image system.The interaction of image elements makes the destination image system tend to be complete.From the perspective of group social and cultural significance,tourists interpret the image elements and create the meaning of destination image.Based on the connotation of the destination image of the psychological,social,cultural,three aspects of overall understanding,this research takes Qianhu Miao Village as an example to perceive the destination image elements of tourists.First of all,the Zaltman metaphor elicitation technique was used to extract typical image elements of Qianhu Miao Village,analyze the internal relationship between image elements,and consensus map of image elements was used to show the interpretation of the connotation of image elements by tourists.Secondly,Taking the use of grounded theory to explore the the constructive process of the tourist destination image elements and establish the model through the research sequence of open coding-spindle coding-selective coding.This model is used to explain the various links that tourists have to go through to form the final image.The research results are as follows:(1)While capturing the symbolic elements of natural landscape,cultural landscape,social life space,folk custom,local products,residents and their activities,tourists are also interpreting the meanings of these image symbols.In this process,tourists decode more symbolic elements,such as atmosphere perception,myth(cultural connotation),emotion and object impression.(2)17 typical image elements of Qianhu Miao Village are finally obtained,which are the material by which tourists perceive the unique charm of Qianhu Miao village.At the same time,tourists further interpret and associate the initial images,and finally arouse deep feelings and emotions.(3)Tourists' interpretation and interpretation of initial image elements follow certain rules:when experiencing natural and cultural landscape elements,tourists will consciously bring in a certain atmosphere created by the landscapes,which induces tourists' deep inner feelings.When paying attention to local residents,tourists will interpret their behavior,form object impression and finally point to their own emotional feelings.When tourists experience the image elements of folk activities and local products,they will connect them with the cultural meaning behind,and finally produce a kind of cultural identity.(4)Image symbol,the signification and the interpretation of image symbol constitute the whole image of tourism destination.First of all,signified image can map to the image symbol,symbol can express meaning;Secondly,on this basis,image symbols are decoded,and atmosphere perception,cultural connotation,emotional emotion and object impression are input into the symbolic meaning to realize the cultural significance of image symbols.Finally,under the function of codes,the users of symbols with common cultural background interact with the receivers to make the image symbols communicate and spread.(5)The image construction process of tourists in the process of tourism includes the image information collection process and image processing process of tourist destination,which are interrelated.The process of image information collection is the foundation of the whole process of image construction of tourism destination,and the process of image processing is the key part of the process of image cognition of tourism destination.(6)In the image information collection stage,tourists produce destination image elements by means of "embodied experience","interactive communication"and "knowledge accumulation".In the image processing stage,tourists further process the information they have acquired.They process the information cognitively through "clustering and fusion","differentiation and separation" and "correction”,leading to richer changes in the image elements of tourist destinations.In the stage of image information collection and processing,image elements are undergoing the change of "new","strengthened" and "weakened".(7)The final result of image construction is that the number of destination image elements increases rapidly with richer connotation,similar image elements are integrated and graded,and the correlation between image elements is strengthened.The tourist destination image element changes in quantity,quality and structure,and finally forms a more clear and rich destination image whole composed of image symbol,image symbol signifier and image symbol interpretation symbol.(8)In image information acquisition phase,the subject-object interaction between the tourists and destination exists objectively exists in the form of text and images before make tourism image of signifier into image,tourists in mind there is a certain image elements of concrete images,and use their own cultural accumulation,used for external information to decode image elements,the number of symbolic imagery interpretation also gradually increasing.In the image processing stage,it is also accompanied by the emergence of new symbols.At the same time,the symbols of image can refer to and interpret symbols are more orderly and clear through cognitive processing.