Research On The Image Construction Of Red Tourist Area Based On Gaze Theory

The integration of the Internet into tourism has subverted the traditional way of tourism consumption.Tourists can express their perception of the destination through online travel notes,online reviews,etc.,and the destination image makers(official organizations)can project the desired tourism image of the destination through the official website information.This not only provides an effective way for the official organization to market and promote the image of the tourist destination,but also provides a discourse platform for tourists to refer to before and share after the trip.Combined with the development of tourism in recent years,red tourism,as an important way of spiritual and cultural consumption,has been pursued by more and more tourists.Under the overall atmosphere of the 100 th anniversary of the founding of the Communist Party of China,the popularity of red tourism has been heating up,which causes red tourism to become a new bright spot in the industry.Tourism gaze refers to the force of the subject’s gaze on the object,which is a very complicated multi-agent system.In this system,the official and tourist subjects are the key links.More and more scholars explore the differences between the images of tourist destinations from a multi-angle gaze.Based on this,this study takes Huangyadong Cultural tourism Area as the research object,takes the text data obtained from the Internet as the sample,and combines the questionnaire analysis to study the comparative analysis between the perceived image and the projected image under the two-way gaze of the official organization and tourists,and draws the following conclusions:(1)The projected image of Huangyadong cultural tourism area under the gaze of the official organization is: Relying on the combination of red resources and natural resources as the key image of red tourism;(2)The perceived image of Huangyadong Cultural Tourism area under the gaze of tourists is: a sightseeing red tourism destination with natural landscape as the core attraction and red tourism resources as the highlight.(3)By comparing the tourism images from the above two staring perspectives,it can be concluded that the tourism perception image and the projected image of Huangyadong Cultural tourism area are consistent and different in the theme characteristics;The overall emotional images of the two are positive,but there are some negative emotions under the gaze of tourists.The research shows that,from the perspective of tourists’ gaze,the improvement of tourism image is a necessary measure for the sustainable development of Huangyadong cultural tourism area.Based on the two-way gaze,this paper puts forward the tourism image construction strategy of Huangyadong cultural tourism area,that is the official organization should identify the key promotion elements and deepen the tourists’ perception elements;Dig deep red resources,strengthen the red atmosphere of the scenic spot;Optimize the image of red culture and broaden the group of tourists;Enrich the connotation of red culture and enhance the tourism experience;To strengthen the forethought of red culture,multi-channel publicity,in order to provide reference for the construction of the image of Huangyadong cultural tourism area.