A Study On The Tourism Destination Image Perception Of Shijiazhuang In The Spread Of Tourism Website "UGC"

From Web1.0 to Web2.0, the Internet focus has been shifted from the content to the user, we also step from the age of spreading to the age of conmmunication, in the highly developed social network times, user generated content (UGC) has become an important source of information,it has penetrated into every aspect of people’s lives. The travel industry which is closely linked with human lives also achieve the rapid development of online travel industry UGC in the age of communication. Vertical tourism ugc website and the strategy channel of comprehensive tourism website specially provides a platform of recording and sharing personal travel experience, thus breaking the transmission of fragmentation, I think in this special platform, the disseminator creates a complete tourism pseudo environment to the audience, which including uer’s Tourism expectation and satisfaction. Tourism development has experienced different stages, orientation core content in each stage is different, today, the "image" is popularity. Tourism destination gradually bid farewell to the era which core resources, markets and products as the content oriented,in this era,the shape and transmission of image is undoubtedly a key factor to make a destination stand out, the official is gradually focus on the demand of tourist,but not unilateral publicity, in the era of social, the rise of tourism UGC website undoubtedly provides a space for the offical to ackonowledge the demands of tourist and the perception of destination image.Therefore, the government should pay attention to user generated content These contents provide real data to enhance the soft power of tourism, let official make tourism planning, orientate and spread image; Shijiazhuang has excellent tourism resources, and it is a key tourist city of Hebei Province, but its tourism development is in tepid state. Therefore, it is necessary to understand the tourism image perception of Shijiazhuang from the tourist, shaping the image of touriam destination from the perspective of the audience.After reading a large number of literature and collecting,analyzing a great deal of tourism website travel contents, I will complete the following discussion:1) clarify the conception of tourism image, tourism website, user generated content, tourism gaze and other related theoretical concepts and provide a oretical framework for the following research; 2) summerize the main forms of tourism website UGC information, give a a qualitative interpretation of tourism pseudo environment; 3) the author makes an analysis of the theory of tourist gaze and constract a model of tourism image formation, clarify the subject and object of tourism gaze, the information transmission from subject and object of tourism gaze, according to the the following analysis, give a interpretation of tourism destination image through the UGC information communication; 4) apply acontent analysis for analysing the touriam image of Shijiazhuang, selected the top 5 travel UGC website, screen graphic samples and percept the image of Shijiazhuang from four dimensions:tourist market.perceived image, affective image and the whole image,which provide ideas and suggestions to the official on how to improve the image of Shijiazhuang.Through the above research, the conclusions are as follows:l)The tourist market of Shijiazhuang shows a character of localization and the integration of Beijing, Tianjin,Hebei,affected by this feature, self driving tour, train, passenger car is the three main traffic mode. Seldom people choose airplane.Most tourists stay one to three days in Shijiazhuang, Shijiazhuang is a destination of short distance and transit point of tourism.2)Seen from the cognitive image, Most tourist give a high evaluation on Shijiazhuang, but the official should also pay attention on negative evaluation,such as environmental pollution, dirty and messy, thief) tricycle rampage, lack of characteristics on food and resource.3) Seen from the emotional image, the overall presatation is positive, there are plenty of positive describtion such as happy,excitement, carefree and shock.4) on the overall image, the overall evaluation of Shijiazhuang is in the upper level, but there are small proportion of people who shows the willingness of revisit Which reflects some problems on tourism image building and communication, tourism planning and so on. At the end of this paper, I give the suggestion of promoting the tourism miage of Shijiazhuang.