A Study On The Deviation Between Official Projection Image And Customer Perceived Image

As a typical non-standard lodging,accommodation has multiple impacts on the sustainable development of regional tourism economy.How to build the local residents ’own brand image,enhance the attraction of the people,make it become the pull of the regional tourism is the focus of the tourism destination integration development accommodation.From the research of the literature,it is found that the propaganda lacks the characteristic,the orientation is not clear,and the low brand benefit becomes the main resistance of the development.Therefore,this study is based on the image,location,based on the theory of brand and other related theories,using the evaluation of Dali B&B,this paper analyzes the projection image and perceptual image of Dali,and tries to find out the problems in the development of Dali B&B by comparing the projection image and perceived image,and tries to propose the development of the hotel.For the future of Dali and even the national development to provide valuable reference.Firstly,this paper introduces the background of topic selection,the meaning of the topic,research content,research method and research path of the thesis.Secondly,by arranging the concept system of tourist destination image,the research dimension of tourism destination image is combed.Starting from the connotation and composing factors of the cognitive image and emotional image,the paper focuses on the research of the tourist destination image of domestic and foreign scholars.Analysis for the image deviation mechanism.According to the different emphases of projective image and perceptual image,the deviation of the two is analyzed,and the reason of deviation is given.Thirdly,through the text analysis,the official projection information and the visitor perception information are extracted,and the network map of the high-frequency keywords is drawn.And through the existing high-frequency keyword coding,using text analysis to further analyze the relevance,at the same time using social network analysis method,the key words after the central analysis,analysis of the current image of Dali B&B.Finally,the paper sums up the problems existing in the development process of Dali,and puts forward relevant countermeasures and development suggestions.Finally,the conclusion is not enough.Through the study found:Dali,the official projection image and tourists perception of the image in the description of the scope,function,perspective,positioning and other aspects of the difference,and the impact of the development of Dali,the most important factor is the image is not prominent,accurate positioning,the overall lack of brand efficiency.In order toachieve the overall further development,Dali B&B should be fully integrated marketing means and ways,to achieve full media coverage,to create a sense of belonging and leisure and entertainment combined atmosphere,highlighting the theme of Dali B&B,building a coordinated development of the residential brand positioning,through the integration of the residential collective management planning method,Or use the modern social media and Internet technology to form the interactive model of accommodation and consumer market,to achieve the sustainable development of Dali.