Measurement Of Traditional Production Event Image

The literature review shows the concept system of the projected event image and theperceptual event image.This study has been carried from a diachronic perspective and part overallperspective.One purpose of this study is finding out the dimensions and characteristics oftraditional production event image.The other purpose is finding out the pros and cons betweenthe questionnaire and repertory grid method. The research methods include questionnaire,repertory grid method, the categoryzation and agenda-setting theory analysis.Finally, this research revealed that:(1) the projected event image changed over time. Itscommunication tag is from economic to travel label.(2) The core content of perceptual eventimage is similar obtained by the two methods in the research of the firsrt stage. The coredimension includes characteristic properties, the environment, and experience. The findings itshows more event image dimension in the second stage survey.The extract relationship betweenthe dimensions is finded out because of the more detailed information getting from the RepertoryGrid method.(3)The dimension which can reflect the―tradition‖and―production‖is not obvious,which is because of the trasition of the city image. The productional basement of the thetraditional production event is not only―Lichee‖any more. It becomes the―Lichee‖and citytourism resources.The finding about the survey method: This study demonstrates that the repertory gridmethod as well as the the questionnaire is feasible as the measurement ways of event image. Theyall have their own advantages and disadvantages. Questionnaire takes longer, more manpowerand late data processing workload in operation. Repertory grid method to get the first-hand datais more concise and to save more data processing time relatively. However, the implement ofthe repertory grid is more difficulty. Secondly, the questionnaire results for each dimensionvocabulary is richer. The respondent’s subjective emotional expression is more a lack in therepertory grid survey. But the relationship between the dimensions is relatively clear in therepertory grid surwey.