A Comparative Research On The Tourism Projection And Perception Image Of Meizhou Island

Intangible cultural heritage tourism destination as a special tourism destination, the development process has its own unique, historical and cultural, however available in the literature about the special tourism destination image research are very few, combined with today’s Internet development background, from the tourism image of the supply side and demand side perspective, comparative research on the tourism destination official network marketing and network travel notes and reviews information respectively embodied in the tourism projection image and tourism perception image is less and less. It is an important direction of future tourism image research.This paper mainly applies the network text analysis, respectively for January 1,2014 to October 15,2015 period, to study the Meizhou Island Tourism Official website tourism image promotional information and Meizhou network travel notes and reviews, and to measure its subject feature of the tourism image and emotional tendencies.Ultimately, this paper extracts Meizhou Island tourism projection image is:Meizhou Island takes the Mazu culture as the core attraction factor, and take the cross-strait Matsu cultural exchanges as key characteristics, and is the pilgrimage, eco-island and resort island with blue sea, blue sky, golden sands, Seaside rocks, strange rocks and other beautiful scenery;Meizhou Island tourism perception image is:Meizhou Island takes the Mazu culture as the core attraction, the Matsu Temple as the core tourist spot, the gold beach, goose tail God Stone Park and other beautiful island scenery as the main feature, while its traffic, accommodation, catering and other tourism infrastructure management and other aspects of service and cost issues(like tickets) have yet to be further enhanced.Further study on the tourism image subject feature and emotional tendencies of Meizhou Island projection image and perception image, found that they have some consistency in the theme of the image features, especially in the display of the subject feature vocabulary for Mazu culture and beautiful island scenery, but in the recommendation and perception of Taiwan elements, tourism scenic area (spot) and tickets, other expenses and tourism infrastructure service also exist the difference. In the emotional tendency, the two are generally in the transmission of positive feelings, but the perception image of Meizhou Island in the presence of negative emotions are not small, should be taken seriously.Finally, this paper analyses the reasons for the differences between the projection image and the perception image of Meizhou Island deeply, and builds the Meizhou Island tourism destination image gap model, and from the integration of resources development, tourism environment improvement and community win-win cooperation three aspects of measures to enhance the image and to bridge the gap, in order to better promote the development of Meizhou Island and upgrade of its tourism image.