Research On Festival Image Perception From The Perspective Of Participation And Non-participation Comparsion

The subjectivity of image cognition provides the possibility for image comparsion among different groups.However,at present,the comparative study of image mainly focuses on the destination,while the festival has received less attention.The festival experience,as a threshold experience different from daily life experience,will affect the perception of festival image.Studying on the festival image between participant and non-participant is not only enrich the research content of festival image,but also provide the theoretical guidance for the image upgrading and the accurate marketing.Based on Qiqiao Festival case,this paper firstly makes word frequency analysis by ROSTCM6 to conclude the conceptual model of perceived festival image through grounded theory.In the second stage,we analyze the interview data and compare the festival image of participants and non-participants.The main conclusions are as follows:(1)This paper constructs a conceptual model for the perception of festival image,including festival elements,place elements and personal elements.Three dimensions interweave and infiltrate to promote the formation of festival image.(2)Further analyses find that the festival stereotypical image of two groups are similar,but just vary in some details.What's more,the festival image perceived by two groups have a certain consistency on the theme of image,especially in the traditional culture.However,there are deviations in understanding the cultural connotation of festival images between the two groups.The cognition level of two groups to festival elements is higher than place elements and personal elements.In terms of emotional image,the two groups are dominated by positive images.But the negative perception of participants in festival management,infrastructure and environment can not be ignored.Finally,the paper constructs the Festival image gap model,and put forward some measures to enhance the image and to bridge the gap of the two aspects of festival image and precise,which can be to better promote the development and upgrade the Qiqiao Festival.