Study On The Optimization Of Tourism Projected Image In Suzhou

The rapid development of China's economy and society has led to the explosion of tourism demand and the emergence of various new forms of tourism.Especially after the advent of the automobile era,people's travel modes and travel needs presented different characteristics from the past,but the tourism industry's supply was not able to keep up with the development requirements,which lags behind.Especially in the self-driving tour market,various products,facilities and services cannot fully meet the needs of self-driving tourists.In addition,in the image marketing in which tourist destinations arouse people's desire to drive by car,it fails to effectively induce and stimulate the demand characteristics of self-driving tourists.There is also a mismatch between the images projected by the government and the psychological needs of self-driving tourists.It is an important measure for the tourism supply-side to optimize the tourism projected image based on self-driving tourist' demand.Based on supply and demand equilibrium theory,use and satisfaction theory,and image three-dimensional continuum theory,A analysis of the current situation of Suzhou self-driving tourism,using questionnaire survey and factor analysis to explore the characteristics of Suzhou self-driving tourism perceived image;using Analytic methods and grounded theories to analyze and interpret the official projection texts,summarizing the focus and structure of the Suzhou self-driving tourism projected image.Secondly,matching supply and demand is carried out,and the matching points,mismatched points,and contradictions of supply and demand are obtained in terms of main body,satisfaction degree,and elements.Finally,it proposes optimization countermeasures for three aspects and puts forward specific suggestions.This article focuses on the problem of misplacement between projected images and perceived images that have been overlooked by people in past research.The main results of this paper are as follows: there are some matching points and mismatches on both sides of tourism image supply and demand in Suzhou self-driving tourism.In terms of matching points: both sides pay attention to the image of cognitive elements and emotional elements,the former pay more attention to tourism infrastructure,tourism services protection,self-driving facilities and services while the later Pay more attention to positive emotional guidance.Mismatch: the projection of the government cannot meet the needs of tourists;the emotional cues that focus on local resources can not meet the complex and multi-level emotional needs of tourists;the lack of target and propaganda on the self-driving tourism.This inspired the Suzhou tourism image projection to be transformed from a government-led to a market-led,from a diversified to a differentiated psychological satisfaction,and from an overall to an orderly equilibrium.