A Study On Jilin Province Ice-snow Tourism Image Measurement

With the approaching of the 2022 Winter Olympic Games,China's ice-snow tourism is e xperiencing unprecedented development opportunities.According to official statistics,more t han 30 provinces and cities have launched ice-snow tourism products,and the economy poten tial of ice-snow tourism resources is playing an increasingly important role in regional develo pment.How to seize the opportunity,take moves on the supply side and turn " ice-snow touris m resources" into " invaluable assets" then creating the nationwide even the world-renowned i ce-snow tourism destination that is the hot topic of all abundant region in ice-snow tourism re sources.In the process of building tourism destination,image shaping is the first step on the bran d construction,and image measurement is the first step in image shaping,is also the basis of a perfect destination image construction strategy,improve tourism attraction and travel conve rsion rate.So in order to be prominent from many homogenous ice-snow tourism sources and shaping the "differentiation" of ice-snow tourism image,the scientific and systematic measur ement of the image of ice-snow tourism at the present stage is inseparable.The paper adopts Jilin province as the research object and systematically measures the i mage of ice-snow tourism in Jilin province,from the perspective of communication science.T he full text can be divided into three parts:The first part is the introduction,which clarifies the study background,its significance,me thod,content and the framework;reviewing and sorting out the present situation and frontier of relevant researches,expounding the research entry point;and making the objective state,emi ssion image and perception image as the three measurement dimensions of this study.The second part is the construction of the ice-snow tourism image measurement system,and is guided by the measurement system in the field of social science research,it adopts man y theories and research methods from tourism,sociology,communication and so on.And thro ugh referring the previous relevant maturity scale with the characteristics of ice-snow tourism,finally construct the multi-dimensional and multi-level system for the measurement of ice-sn ow tourism image with qualitative analysis and quantitative research.That is provide theoretic al research framework for empirical measurement.The third part is the empirical part,on the basis of today's ice-snow tourism image meas urement system,the objective state of ice-snow tourism destination in Jilin province,the gove rnment projected image,and perceived image were measured and the measurement results are analyzed by three-dimensional;based on the results of three-dimensional image measuremen t,excavate its image inadequacies and marketing opportunities.It is good for putting forward effective advices about improving the image of ice-snow tourism in Jilin province and establi shing famous ice-snow tourism destinations.