Construction Of Guangfu Temple Fair's Image:Perspective Of Multi-subjects

With the development of the Internet,the representation channels of destination image are expanding.It is necessary to explore the dimension and construction mechanism of festival image from the perspective of multi-subjects.As the existing research on festival image is more dependent on the tourism destination image or city image,there are few literatures focusing on festival image or activity image.While most existing research regard tourists as the basic analysis unit,which ignores the diversity and complexity of participants in the festival image construction.This article takes the Guangfu Temple Fair as a case study,selects three types of groups with high involvement(organizer,participants and media)as research objects,and adopts participatory observation and interview methods to collect data.With the help of the content analysis method,we explore the similarities and differences of the representation of the festival image of the parties involved in different festival activities,and use the grounded theory to construct a conceptual model to explore the mechanism of the festival image construction from multi-subjects perspective.The main conclusions are as follows:(1)The image representation of the Guangfu Temple Fair can be summarized into five dimensions: policy preference,positioning function,product planning,atmosphere environment and location,while the different groups focus on different dimensions.(2)The organizer`s representation of the Guangfu Temple Fair can be regarded as the projected image,as well as the participants` representation can be regards as perceived image.The representation of the media partially coincides with the representation of the organizer and participants,which make it becomes the transition image between the projected image and the perceived image.(3)The construction of festival image is composed of three main categories of construction motivation,intervention method,and image representation,which influence each other,and the subjects who participate in the construction follows the path of “construction motivation ?intervention method ?image representation”.(4)The construction of the festival image from multi-subjects shows as three parts,the construction of regional cultural brands from the organizer,the multi-dimensional construction caused by the cultural appeal of media interests and the construction leisure cultural activities from participants.The festival image has gone through the transmission process from the organizer to the media to the participants.The post-festival behavior of the organizer and participants promoted the continuous development of the festival image from a diachronic perspective.