Research On Image Communication Of Changsha Tourism Destination From Semiotic Perspective

Under the background of the experience economy era,the tourism consumption of tourists has shown a symbolic trend,and the development of Changsha,a city of tourism,is booming.The rapid development of the Internet has made the image of urban tourism destinations more diversified in communication channels,and the Internet is also an important channel for tourists to understand tourism information.This article is based on semiotics theory,starting from two perspectives of official projection and tourist perception,using official website,We Chat public account,online travel notes and other text data,using online text analysis methods to analyze the relationship between the official projected image of Changsha tourism and the perceived image of tourists.Therefore,it provides suggestions for better dissemination of Changsha’s tourism destination image.After research and analysis,in terms of projected image symbols,Changsha’s projected cognitive image is mainly divided into four aspects: cultural symbols,landmark symbols,slogans symbols,and festival symbols.Among them,“cultural symbols” include red culture,intangible cultural heritage and food;“landmark symbols” include symbol elements of commercial blocks,transportation facilities and scenic spots;“slogans symbols” include symbol elements of city image slogans and historical image slogans;“festival symbols” include symbol elements of festivals and major events.Emotional image symbols convey positive emotions.The overall image symbol shows that Changsha is a historical and cultural city,a city of happiness,a city of romance,a city of charm,a city of food,and a city of media art.In terms of perception of image symbols,Changsha Tourists’ cognitive image symbols are mainly divided into three aspects: tourism resource symbols,tourism environment symbols and tourism overall image symbols.Among them,“tourism resource symbols” include symbol elements of tourist attractions,entertainment,shopping,and cultural atmosphere;“tourism environment symbols” Include tourism consumption and service level symbol elements;“tourism overall image symbol” includes city appearance,infrastructure and economic development symbol elements.The emotional image symbol as a whole conveys a positive tendency.The overall image symbol is represented by Changsha Internet celebrity city,historical and cultural city,food city,romantic city,happy city,entertainment city.Through the analysis of the difference between the projected image and the tourist’s perceived image,the reasons for the difference are analyzed in the following three aspects: one is the difference between the official projected target image and the needs of tourists;the other is the deviation in the development and design of tourism products;The third is the impact of network communication on the image of tourism destinations.Finally,it puts forward optimization suggestions for the image communication of Changsha tourism destinations.By broadening the communication channels of tourism image symbols,strengthening tourism cultural symbols,creating Changsha characteristic tourism brands,developing characteristic tourism products,and paying attention to tourists’ perception of image symbols,we will further enhance and optimize the image of Changsha as a tourism destination.