A Comparative Study On The Visual Representation Of Destination Tourism Image Based On Marketing Pictures And Tourist Photographs

In the Web 2.0 era,the tourism destination marketing organization and tourists jointly construct the tourist destination image,which affects the perception of the potential tourists.The picture is an effective means of expressing ideas,and people are more inclined to the visual image to obtain information,the influence of tourist pictures on potential tourists is increasingly prominent.In view of this,this paper selects Shaolin Temple scenic area as a case study,taking network marketing photos and tourist photography as data sources,and explore whether there are differences between tourism destination images represented by the official websites and by tourists.Through quantitative and qualitative analysis of the differences between the tourism images represented by different subjects,it can provide research support for the theoretical development of the visual representation of tourism destination image,and putting forward some suggestions to promote the consistency of image representation and enhance the effect of visual marketing.On the basis of a summary of the research on the visual representation of the tourist image,combined with the specific circumstances of Shaolin Temple,the measurement dimension and research method of the tourist destination image are put forward.This study collected 630 marketing pictures and 625 photos of tourists as data samples through the official website and social networking site,using NVivo qualitative analysis,chi-square test,co-occurrence network methods,T test,regression analysis and other methods,from the two aspect of manifest and latent attributes,explored whether there are differences between tourism destination images represented by the marketing organization and the images represented by tourists.Meanwhile,this paper analyzed the effect of tourist photographs on attitudes towards destination.In addition,this article adopts the methods of semiotics and sociology to reveal the text meaning of some pictures.The results of the study show that:(1)there are some differences between the image manifest features of DMO projection and tourist perception.DMO focus on the visual representation of architecture,stage performance in Shaolin Temple.While tourists prefer to represent the natural scenery of Shaolin Temple,the perception of tourism facilities is also strong,but there is little perception of festival culture activities and monks' life in Shaolin Temple.(2)the composition,DMO tend to show a good ecological environment of Shaolin Temple and the backstage space of the living of the monks,the way of composition is more diverse.Tourists photography demonstrated "front scene" with tourists and pilgrims in a continuous line.(3)there are significant statistical differences between tourism image latent attributes represented by DMO and tourists.Compared with the tourists,the value of the latent attributes of the tourist image characterized by DMO is generally high,implying DMO try to create an ideal tourist destination image.(4)The results of the text meaning analysis of the tourism photos support Urry's “hermeneutic circle of representation” and reveal the way and motive of the DMO and the tourists.(5)The research results of the relationship between the various dimensions of the tourist destination image and its influence on the tourism intention by two samples are generally similar,but there are also differences.Tourism practitioners need to pay attention to the influence of tourist destination image on tourist intention.The results of the study bring a lot of Practical implications to the tourism image management and the visual marketing.Finally,the paper put forward some constructive measures.