A Comparative Study On Projection Image And Perception Image Of Gulangyu Island

The deviation between the official projected image of the tourist destination and the perceived image of the tourists not only causes inefficiency in official construction and publicity,but does not get corresponding benefits when paying a considerable cost,and it also creates psychological uncertainty for potential tourists.It reduces its willingness to travel,and eliminating this deviation is of great significance to the development of tourist destinations.It can put forward scientific,comprehensive and reasonable suggestions for the positioning and promotion of tourism destination image,which is beneficial to the construction of tourism destination brand and tourism image.The projected image of the tourist destination and the perceived image of the tourist explain the image of the tourist destination from the aspects of supply and demand.This article uses the method of behavioral experiments to make a comparative study of the projected image and the perceived image of Gulangyu Island.Based on the general definition of projected image and perceived image,and combined with the requirements of experimental materials for experimental methods,this article concretely projects the projected image and perceived image of Gulangyu into different scenic spots in Gulangyu scenic spot.Through focus group discussions,the attractions of Gulangyu are divided into three categories: traditional attractions,emerging attractions,and punch-in attractions.The first two categories are classified as projected images,and the last category is classified as perceived images.Through Xiecheng Web,Ma Honeycomb,and the official website of Gulangyu Island,select pictures representing Gulangyu traditional attractions,emerging attractions,and punch-in attractions and other attractions.The pre-selected pictures were screened through a questionnaire survey,and 128 pictures were finally entered into the formal experiment.In this experiment,the start-detection paradigm is adopted.The start word is set to Gulangyu,and the detection material is set to a picture of a scenic spot.Through experiments,it is found that the accuracy and response time of emerging attractions are significantly higher than those of traditional attractions and punch-in attractions.The accuracy rate and response time of check-in attractions are centered,and traditional attractions are the lowest.It is concluded that the projected image of Gulangyu Island should be divided into two,and the projected image conveyed by the emerging scenic spots gradually replaced the projected image conveyed by the traditional scenic spots.The projected images conveyed by emerging attractions are mostly characteristic and representative buildings,which leave a deep impression on tourists.However,the characteristics of the projected image of Gulangyu,which is represented by traditional attractions,are not obvious enough,so the tourists’ impression is relatively shallow.Most of the perceived images conveyed by punch-in spots are very characteristic storefronts,which can leave a deep impression on tourists,so they will be quickly identified in experiments.