A Comparative Study Of ChangDao Tourist Perceived Image And Official Projected Image

Nowadays,with the development of China’s tourism industry in both depth and breadth,any place may become a potential tourism destination,and the competition among tourism destinations is becoming increasingly intense.China’s tourism development and planning has gradually shifted from a resource oriented approach to a market oriented approach that focuses on the differences in tourists’ needs.Especially with the rapid development of the Internet era,more and more tourists can share tourism experiences,evaluate tourism services,write travel notes,and share tourism videos at any time on the spot.The official use of online platforms to promote tourism destination images has also become a major trend at present,The key for any tourism destination to stand out in the fierce competition in the tourism market is to balance the difference between the image of the tourism destination and tourists’ perception.Chang Dao is a representative island tourism destination in northern China.It has rich natural resources,a long cultural history,unique island landforms,and diverse forms of "fishing pleasure." Tourism is the pillar industry of Chang Dao accounting for more than 60% of the total.Therefore,adhering to the guidance of tourists’ experience and needs,and exploring the differences in official projection and tourists’ perception can help us deeply and carefully explore Chang Dao tourism promotion strategies.This paper combs and summarizes the relevant literature and materials of domestic and foreign scholars on island tourism and tourism image,combines the actual tourism characteristics of Long Island,collects tourist comments and travel notes from Ctrip,the same city,Mafengwo and Meituan Travel Network,and collects projection data from the official official account.Based on online text analysis,comparative analysis and the "cognitive emotional" theory,this paper constructs the analysis category of Long Island tourism image,With the help of "word frequency analysis","social network and semantic network analysis","emotional analysis" and other functions of ROST CM software,the perception data of the Long Island network are classified,analyzed in detail,and the key perception,visual performance and overall image are comprehensively analyzed.And through comparative analysis,the focus is on the differences in the cognitive image dimensions between officials and tourists.The overall horizontal comparison and vertical comparison of classification items are conducted on tourism resources(natural and cultural),tourism atmosphere(spiritual and cultural atmosphere,material and behavioral cultural atmosphere),tourism activities(leisure tourism,shopping),and tourism service facilities(transportation,catering,accommodation),Extracting the "identification" of official and tourist perceptions means strengthening the maintenance category,while the "misalignment" of tourist perception and official projection means strengthening the construction category.Through comparative research,it was found that the industry integration development and ecological civilization construction of "tourism+fishing" projected by the government have low perception among tourists;Insufficient depth of tourism product development;Insufficient maritime transportation and island infrastructure construction;Problems such as uncoordinated competition and cooperation mechanisms in tourism development.Thus,six targeted strategies are proposed: firstly,adhere to extensive collaboration and strengthen overall planning;Secondly,adhere to highlighting characteristics and innovating tourism products;Thirdly,adhere to the integration of culture and tourism,and enhance cultural connotations;Fourthly,we must adhere to improving the transportation system to facilitate tourists’ travel;Fifth,prioritize service and improve public facilities;Sixth,adhere to publicity and guidance,and construct a publicity matrix.