A Comparative Study Of Perceived Image And Projected Image Of Rural Tourism Destinations

The development of tourism destination has already moved into the image driven stage,and its effect is very vital to promote the tourist market and the healthy growth of tourism industry.Wuhan has become a central tourism city in Central China by virtue of its abundant tourism resources and superior geographical conditions.As a recreational belt around Wuhan,Huangpi District has been rated as one of the first batch of nationwide tourism demonstration areas and witnessed a significant increase in tourist trips and incomes in recent years.It is of great significant to study the tourism image of this region.Therefore,under the guidance of cognitive communication model and communication theory,this paper takes Huangpi District as a case study,uses online text and questionnaire survey as research materials,analyzes the content characteristics of tourism perceived image and projected image in Huangpi District from the perspectives of tourism supply side and tourism demand side,and compares the similarities and differences between them.Based on the above all,the paper puts forward the countermeasures to optimize the tourism image of Huangpi District.The research content of this paper consists the following parts:First is the analysis of tourism perceived image in Huangpi District.Based on 486 online travel notes of Huangpi District and 200 field survey questionnaire data of Ma Fengwo as data sources,using grounded theory and qualitative analysis software Nvivo,Russel semantic difference scale and TSE model,this paper analyzes the tourism perceived image of Huangpi District from the three aspects of cognitive image,emotional image and overall image from the perspective of tourists.Second is the analysis of tourism projected image in Huangpi District.With the 314 tweets and 541 micro-blogs selected by the official new media platform of WeChat official account such as "Huangpi Wen brigade" and micro-blog users "Huangpi Wen brigade" and so on as the data sources,and the help of NVivo,Russel semantic scale and TSE model,this paper analyzes the tourism projected image of Huangpi District from three aspects of the government's official perspective:cognitive image,emotional image and overall image.Third is comparative analysis of tourism image of Huangpi District.This paper analyzes the similarities and differences between the perceived image and the projected image of Huangpi District,and explores deeply for the reason of similarities and differences.The main conclusions are as follows:The measurement dimensions of the two images are composed of cognitive image,emotional image and overall image.(1)Perceived image:for tourists,Huangpi tourism can be divided into natural attraction,human attraction,infrastructure and service,tourism information,price level,tourism atmosphere and characteristics from the perspective of cognition image;emotional image mainly includes positive emotion evaluation,followed by negative evaluation,and neutral emotion is the lowest;the overall image includes positive,neutral and negative image,presenting the characteristics of opposite,contradiction,pluralism and compounding.(2)Projected image:Except natural attraction,cultural attraction,tourism facilities and services,tourism atmosphere and characteristics,tourism resources publicity and information service also become the elements of projected cognitive image.The emotional image of projected image is primarily positive,expressed as "happy","excited","relaxed"and "excited",without negative evaluation.The purpose of description and introduction is to create a diversified,positive and obverse image of tourism destination through the description of multiple aspects of content(3)Comparative analysis shows:The projected image of the government aims to create a Huangpi image with good natural environment,strong attraction of Mulan culture,rich tourism resources and experience,convenient transportation,new projects and various tourism forms while the perceived image of tourists perceive Huangpi with good natural conditions,rich tourism resources and experience,and convenient transportation.The perceived image is consistent with the projected image,but there are discrepancies in many aspects.The main reasons for the discrepancies are that the design of tourism products is not infectious,the projected image is outstripping,and tends to be good,and the perceived image is lagging behind and subjective.(4)Huangpi District's tourism image optimization strategy:enhance Huangpi District's perception image from building Mulan characteristic cultural experience project,linking development of scenic areas,improving of tourism infrastructure and services,establishing perceived image feedback system;improve the projected image of Huangpi District from building and promoting innovative products,implementing "system marketing" strategy,expanding regional cultural brand influence,and deepening service level and informatization and other aspects.