A Comparative Study On The Tourism "Projection-Perception" Image Of The Yellow River National Cultural Park

With the development of national cultural park construction,largescale banded cultural space has increasingly become the focus of destination construction in China.Taking cross-regional cultural banded destinations such as the Yellow River Basin as research cases,it is of great significance to carry out tourism image research to promote the highquality construction of national cultural parks.This study takes the Yellow River National Cultural Park as the research object,and selects the articles published by We Chat official account,the official of provincial cultural tourism departments,and the travel notes of Ctrip as the research samples.Based on the "projection-perception" model,this paper analyzes the contents of We Chat official account’s articles and travel notes,extracts the image characteristics of government projection and tourists’ perception,and further compares the consistency and differences between them.The results show that:(1)From the perspective of cognitive image,the government pays more attention to projecting cultural images,especially in libraries,museums and other venues with cultural and educational functions.Tourists have obvious perceptions of both cultural and natural contents.In addition,there are obvious differences in the focus of image cognition between the government and tourists.The government focuses on cultural resources,while the focus of image cognition of tourists is relatively scattered.Tourists not only pay attention to cultural resources,but also pay attention to natural resources,tourism experience and spatial distance.(2)From the perspective of emotional image,both the emotional image projected by the government and the emotional image actually perceived by tourists are mainly positive emotional words,and tourists have a higher proportion of negative emotions,while the positive emotions projected by the government are more intense;(3)From the overall image dimension,the similarity between the projected image of the government and the perceived image of tourists mainly lies in the outstanding characteristics of the cultural image,while the difference mainly lies in the abstract concept of "culture" as the core of the projected image of the government,and the tourists’ perception of tourism elements is more diverse and specific,with specific elements such as "grassland" and "ancient city" as the core.Finally,according to the research conclusion,some targeted policy suggestions are put forward.