Research On The Difference And Mechanism Of The Slow Cultural Projection And Perceived Image Of Rural Tourism

One of the effective means of rural tourism marketing is to establish and disseminate an attractive and competitive tourism destination image.Chinese villages have a long history and rich cultural heritage.Constructing the rural culture image that meets people’s needs will not only help tourism and cultural industries promote each other,but also promote economic growth in rural areas.With the cross-cultural exchange and integration brought about by globalization,it has had a profound impact on rural tourism destinations in China.Especially since China was affected by the Movement of Cittaslow in 2011,the slow culture has been favored by the market,and the industry has attached importance to it.The case study of this study is Gaochun,which is the first Cittaslow labeled destination in China.This paper selects the network text as the data source,uses the grounded theory to construct a slow cultural projection image and a slow cultural perception image model,and uses component analysis to measure their gap.In order to further explore the mechanism of differentiation,the influencing factors of the projected image and the perceptual image were studied,and marketing suggestions for slow cultural images were put forward.The main conclusions are as follows:(1)The projected image of slow culture is composed of three main categories,namely slow material culture,slow institutional culture,and slow spiritual culture.The composition structure is triangular.Taking slow institutional culture as the overall foundation for image construction,it plays a restrictive and fundamental role in the overall projected image of slow culture.Further,the material entity of slow material culture is constructed.At the top level is the slow spiritual culture formed by sublimation,which runs through the entire slow cultural image and renders the atmosphere.On the whole,the image of Gaochun with prominent rural characteristics,diversified activities,perfect infrastructure,reliable systems,rich intangible cultural heritage,and a robust slow living atmosphere is presented.(2)The perception image of slow culture is composed of three main categories,namely slow material culture,slow institutional culture,and slow spiritual culture.The composition structure is a circle structure.The outer layer presents the slow material culture,the middle layer is slow institutional culture,and the core layer is slow spiritual culture.On the whole,it presents the image of Gaochun Cittaslow with a robust rural atmosphere,convenient eating and living,rich in intangible cultural heritage,and pleasant slow life experience.(3)The comparative analysis of the projected image of slow culture and the perceived image of slow culture shows that the category of the projected image of slow culture and the types of keywords related to the image of slow culture are more than the image of slow culture,which indicates that the slow culture propagated by the projected image.The richness of image connotation is higher than the richness of the slow cultural image that tourists can perceive.There is a difference between the two.(4)By refining and analyzing the differencing mechanism between the slow cultural projection image and the slow cultural perception image.It is concluded that the projected image is influenced by betterment,advancement,and guidance,projecting a rich,positive,and perfect slow cultural projected image.Perceived images are affected by academic qualifications,tourism expectations,and travel experiences.Tourists with different academic qualifications,tourism expectations,and travel experiences perceive slow cultural images differently,presenting a variety of slow cultural perception images.The innovations of this article are mainly reflected in the following: First,based on the in-depth excavation of slow culture,study the slow culture image under the definition of broad culture,build a theoretical model of slow culture projection image and slow culture perception image,and enrich the research connotation of the destination image.Second,it is crucial to explore the mechanism of the difference between the projected image of slow culture and the perceived image of slow culture from the cultural level to provide a scientific basis for the effective marketing of slow cultural image in rural tourism destinations.