Research On The Deviation Mechanism Between The Projected Image And The Perceived Image Of Xi'an Tourist Destinations In The Network Context

Tourism has entered the image-driven stage after long-term development.Tourism destination image plays a decisive role in the development of urban tourism market and the stable development of tourism.More and more scholars explore the image difference of tourism destinations from the perspective of supply and demand.The deviation degree of tourism image has become an important criterion to measure the effectiveness of tourism marketing.Shaping and spreading the image of attractive and competitive tourist destination is conducive to the further development of tourism market.Rich in tourism resources,xi 'an is the starting point of the silk road,and its strategic position in development has been constantly strengthened and promoted.Although xi 'an has an early start in tourism development,high international visibility and rich tourism resources,compared with the first-tier developed cities,its tourism income is relatively low and some tourism products are not well known in the market.Therefore,this paper chooses XI'AN as the case to study the tourism projected image and perceived image of marketing organizations and tourists based on the perspective of supply and demand,and to explore the mechanism of the deviation between them,in order to provide reference for the precise positioning,optimization and promotion of xi 'an tourism image and marketing promotion.Based on different image communication channel,this study selected on January 1,2018 to February 1,2019 published in the government tourism website(XI'AN culture and tourism bureau's website,XI'AN Municipal People's Government),tourism marketing site(Spring and Autumn Tourism Network,tuniu.com)in the xi 'an tourism publicity information and promotion and released at the same time the tourists on the tourism network platform of network travel(lvmama.com,mafengwo.cn,ctrip.com online travel and Dou Yin APP XI'AN travel short videos),using the ROST Content Mining,text analysis software to deal with sample data.First,the image theme features of video image coding and text data segmentation were analyzed through word frequency fitting analysis,high frequency word extraction,topic tag cloud visualization and social semantic relationship construction.Secondly,by measuring the emotional index of the samples,the emotional image characteristics of the two were analyzed.Thirdly,the overall image features are obtained by integrating image theme and emotional image.Finally,from the image theme,emotional image and overall image three dimensions of comparison,summarize the marketing organization's projected image and tourist perception of the image of the deviation,and explore the mechanism of image deviation.Come to the conclusion that:Firstly,the tourism image of XI'AN projected by the marketing organization is an ancient capital city with tourism resources as its support,historical culture as its symbol,cultural landscape as its core attraction,and food experience as its projection focus.The projected image shows several shortcomings: the publicity content of festivals and events is a little weak,the content of shopping entertainment and other activities is a little simple,and the level of tourism management needs to be strengthened and improved.Secondly,the tourist image of XI'AN perceived by tourists is a tourist city with history and culture as the label,cultural landscape as the core attraction,and food experience as the two points.It needs to be improved as follows: tourism service quality,ticket fees and other scenic area management needs to be reasonable and standardized.Thirdly,the comparison between projected image and perceived image shows that they are consistent and different in thematic features.The overall performance of the two emotional images is positive,but the negative emotions of tourists account for 12.33%.When comparing the overall image of tourism,it is found that both marketing organizations and tourists take tourism resources as the first priority,and there is an order deviation in the elements of infrastructure,local atmosphere,leisure entertainment and tourism environment and leisure.Fourthly,the paper explores the mechanism of the deviation between projected image and perceived image,and finds that the deviation originates from three dimensions:cognitive deviation,reception deviation and feedback deviation.Cognitive deviation is the difference between marketing organization and tourists' understanding of tourism noumenon image.The reception deviation is the interference and influence of tourists' "preconceptions" and "achievements should be achieved" when the projected image is transferred one-way to tourists' perception.Feedback deviation is caused by the main body difference in the process of image information encoding,transmission and decoding.Fifthly,summarize the management enlightenment of improving the tourism image of XI'AN from five aspects: using network media to understand the diverse needs of tourists;improving network facilities to create smart tourism experience;improving the image of tourism destination by combining perception image;avoiding the masking effect and alleviate the difference of scenic spot attention;standardizing the tourism environment and strengthen the management of tourist destinations.