Study On The Construction Of Tourism Destination Image And The Degree Of Tourist Perception By Local Music

As a unique expression carrier of local culture and image,local music can express the geographical features and cultural emotions of a place,and let the audience perceive the culture and image of the place through communication.This study based on the Hall “Encoding/Decoding” Theory,choose the hokkien songs as a case,through the word frequency analysis method to obtain the local music of tourist destination image construction,through the questionnaire survey to explore tourists to local music degree of constructing the tourism destination image of the perception,the final will be the local music of tourist destination image construction and the degree of tourists,puts forward some countermeasures for constructing the management of the tourism destination image local music.First of all,the research on the basis of Hall " Encoding " Theory and the theory of the construction of tourist destination image,extraction of hokkien song lyrics in Minnan region image expressed by the keywords,according to the reflect Minnan region including the names,natural resources,human resources,the tourist attractions of cognitive image,reflect Minnan people positive,sad hesitate,relaxed and happy,the heavy sentiment heavy righteousness of emotional image and reflect the rich coastal tourism resources in Minnan region,strong Minnan culture and the overall image of the emotional expression,to gain local music travel destination on the construction of the cognitive image,affective image and overall image.Then,the research based on the theory of Hall "Decoding",the hokkien songs that construct the Minnan region of image elements as perception,get to the tourist destination of tourists to local music construct the perception of tourism destination image,namely the tourists to hokkien songs that construct the image of Minnan region has the strong sense,but different gender,age,culture level of hokkien songs that Minnan region image,a significant difference of perception of the construction of tourist destination image show that the local music constructed to be tourists,but the differences between different local music theme audience.Finally,the study compared hokkien songs for the construction of Minnan region image and perceived image of the Minnan tourists,local music transmission process,the tourist destination of cognitive image,affective image and overall image construction level(i.e.,image vocabulary exposure),the greater the tourist image and the higher the level of perception.When local music transmits local image,the more words with local characteristics are easier to be perceived by tourists in the transmission process.To a certain extent,the quantity of local music transmission can create a relatively stable overall image of the place.The process of constructing tourist destination image and tourist perception by local music conforms to "Hall Encoding/Decoding Theory".The lyrics of the song(code)construct the cognitive image,emotional image and overall image of the tourist destination(encoding process),and then the tourists perceive the image of the tourist destination when they hear the song(decoding process),and the whole process forms the "encoding-decoding" process.In the process of "decoding" tourists,there are three positions proposed by hall: the "dominant-hegemonic" position,the "compromise-negotiation" position and the "confrontation" position.By exploring the image construction of local music on tourism destinations and the degree of tourists' perception,this study introduces the "hall encoding/decoding theory" into the tourism research field,enriches the theoretical support of music tourism,and provides some management countermeasures for the practice of music tourism according to the analysis results.