A Comparative Study On Projected Image And Perceived Image Of Tourist Destinations Of Zhejiang Based On WeChat Official Accounts Platform

The competition of tourist destinations is getting fiercer—instead of competing for the single elements such as tourist attractions and tourism activities,more and more tourist destinations begin to compete for their image gradually;at the same time,with the popularization of the internet,WeChat has gradually become one of the most successful media in China.Due to its large user group base,high activity,precise pushing,and strong interaction,WeChat is perfectly compatible with the tourism industry and is widely used by major tourist destinations.Currently,WeChat has become one of the important means of image transmission for tourist destinations.Therefore,it has become very urgent to explore whether it has reached the anticipated publicity effect and grasp the true feelings and needs of WeChat users,thus enhancing the image of tourist destinations.This paper sorts out the related concepts and theories both at home and abroad,using WeChat as a medium in the laswell mode of communication,and divides the tourist destination images in WeChat media into projected image and perceived image,and further divides it into cognitive image,affective image and overall image on the basis of ABC attitude model.The author surveys WeChat projected image with content analysis method based on the articles in official WeChat accounts,grasps the user perceived image based on the relevant user messages,According to the customer perceived quality theory,compares the cognitive image,affective image and overall image of projected image and perceived image respectively,and further analyzes the deviation among the images.This paper selected "Picturesque Zhejiang",the official WeChat of Zhejiang tourism,as the object of empirical research.Though the research,it was found that the projected image of tourist destinations in Zhejiang is waterland of the Yangtze River with beautiful and unique natural scenery,profound historical culture,as well as local food,represented by Hangzhou,Shaoxing,and Wenzhou;the perceived image:attractive waterland of the Yangtze River with beautiful natural scenery and special food,represented by Hangzhou,Ningbo,and Mogan Mountain.By comparison,it can be found that the two images show consistency in the factor of Hangzhou,natural scenery,waterland of the Yangtze River,and special food;however,there are big differences in other aspects.From the WeChat projected image,the information it spread includes not only the propaganda of natural scenery,but also the propaganda of history and culture,but the users have weak perception of historical and cultural tourism attractions and strong perception of natural scenery.What's more,the emotional tendency projected on WeChat is more positive and strong,but what the users perceive is relatively gentle.According to the research results,this paper put forward the image promotion strategy for tourist destinations in Zhejiang:attaching importance to user perception and reducing the difference in image;attaching importance to cultivation of operation talents and auditing work;broadening marketing channels and integrating local resources;establishing monitoring mechanism and paying attention to the user feedback.