Study On The Topographic Image Differences Of Canal Cultural Tourism Destination Based On The Gaze Of Multiple Subjects

The study of tourism destination image based on gaze theory helps to clarify the key elements of gaze subject,and can summarize the composition of tourism destination image more clearly.In the past,the research on the terrain image difference of tourism destination mostly started from two subjects,and often only focused on the comparison between the official projected image and the perceived image of tourists.In the whole tourism activities,the three subjects of officials,tourists and residents all participated.Therefore,it is necessary to study the differences between the official projected image and the perceived image of tourists,and between the official projected image and the perceived image of residents,which will help the official organization to identify the shortcomings of the projected image more comprehensively,and then better shape the image of tourism destination.Combined with tourism gaze theory and community participation theory,this study takes Daokou ancient town in Huaxian County along the Grand Canal as a case to analyze the similarities and differences between its official projection image,tourists’ perceived image and residents’ perceived image.The conclusions are as follows:(1)Comparisons between official projection image and tourists’ perceived image are these parts.In the cognitive image,official projection focuses on characteristic tourism resources,core tourism activities and the basic environment of the scenic spot,while tourists’ perception focuses on novel festival activities and various elements related to their own tourism activities.In the emotional image,official projection and tourists’ perception are mainly positive emotion,official projection is mainly brand building,and tourists’ perception is mainly to experience the cultural atmosphere of the canal and their own feelings.In the negative emotion,the official projection is mainly the dilapidated block environment before the construction of the ancient town,and the tourists’ perception is mainly the regret that the appearance of the ancient town is not what it used to be and the cold and lonely atmosphere in the off-season.As for the overall image,the official projection focuses on conveying the charm of the canal history and culture,intangible cultural heritage culture and local humanistic culture,and the perception of tourists focuses on feeling the leisure and entertainment and the humanistic atmosphere of the scenic spot.(2)Comparisons between official projected image and residents’ perceived image are the following parts.In the cognitive image,the official organization focuses on the perspective of tourists,focuses on the cultural heritage under the background of the Grand Canal,residents’ perception focuses on the perspectives of tourists and residents themselves,and focuses on the small historical memory and their own life.In the emotional image,official projection and residents’ perception are mainly positive emotions,which are reflected in the neighborhood environment and future development after the transformation of Daokou ancient town in Huaxian County,and government support is one of the sources of residents’ perception of positive emotions.Negative emotions are reflected in the neighborhood environment before the renovation of Daokou ancient town in Huaxian County.In the overall image,the official projection and residents’ perception are consistent in the canal background of the ancient town and the special cuisine is an important attraction for tourists to visit.The difference is that the official organization focuses on projecting the cultural resources and perfect tourism facilities of the ancient town from the perspective of tourism.Residents’ perception focuses on the convenience of their own life and the satisfaction of their spiritual life.Finally,this study puts forward five suggestions: building a canal cultural carrier,improving the tourism image of ancient towns,innovating the display form of ancient town cultural tourism products,enriching the types of ancient town cultural tourism products,improving the participation of ancient town residents and tourists,and improving the construction of tourism infrastructure.