A Comparative Study Of The Perceived Image And Projected Image Of The Tang Dynasty Furong Garden Scenic Spot

In the trend of accelerating economic development in China,the tourism industry has undergone great developmental changes.Today,tourism has played an increasingly important role in the development of national economy.The prosperity and development of tourism has intensified the competition of tourism destination.According to the existing research,we can see that after two stages of resource orientation,market and product orientation,the tourism market has entered the image-driven stage.Tourism academic circles has made some achievements in the study of tourism image.Most researchers have studied the tourism image from the perspective of tourism demand,that is,tourists.However,the image of the tourism supply side in the dissemination process will be affected by various factors,often cannot be fully perceived by tourists.Based on the bi-directional nature of communication,this paper studies the image of tourismfrom the perspective of tourism supply and demand side.In the early period of the study,the author captured the nearly 14 million words of visitors through the Ba ZhuayuCollection software and the text data of Tang Paradise on the travel site to promote its image.Based on the Cognitive psychology theory,communication theory and grounded theory,establishthe analyzing items ofperceived image and projected image,use the ROST CONTENT 6.0 software to analyze the text data ofperceived image and projected image,and then comparative analysis to explore its similarities and differences of perceived image and projected image.Based on the results of the research and analysis,this paper puts forward the scientific,comprehensive and reasonable suggestions for the communication strategy of the image of Tang Paradise,and provides reference for the sustainable development of scenic area.Through the comparison of tourists’ perceived image and projected image:1.The difference between the perceived image and the projected image of the Tang Paradise scenic area is as follows: the perceived image of the natural resource isquite different from the projected image;the perceived image of the human resource is inconsistent with the projected image;in the aspects of historical and cultural,the perceived image from tourists and the projected image is basically the same;in the aspects of folk culture,the display of the projected image is more diverse,the perceived image like Shaanxi Opera and opera is mentioned less;in the aspects of festivals,two kinds of image performance is inconsistent,projected image describes the traditional festivals like the Spring Festival,the Lantern Festival,the National Day,the Dragon Boat Festival,and the festival held by scenic area such as the AeolianBell Festival,Chrysanthemum Festival,Music Festival,but only part of the tourist perception just mentioned the Spring Festival and Lantern Festival.2.The composition of perceived image and projected image has a large difference,the same categories are natural resources / landscape,human resources / landscape,history and culture,folk culture,catering,accommodation,shopping,entertainment,transportation.The differenceinperceived image are recreational recreation,environmental sanitation,price level,climatic conditions,travel service,travel time,stay time,re-visit intention,and the difference in projected image is the festival,the area construction,facilities and scenic area practitioners services.3.The emotional image of the image is more complex,the positive evaluation,the neutral evaluation and the negative evaluation are 56.91%,13.62% and 29.47% respectively.The emotional expression of the projected image is mostly positive.4.The mainstream image in the projected image is accordingly expressed in tourists’ perceived image.The difference of the overall image inperceived image is the im-equipped service area,high prices of scenic spots,the delightful scenic spots in four seasons,well-equipped scenic spots,beautiful night scenic spots,less attractive areas;The differences of the overall image in projected image isdiversified recreational activities,unique scenic spots.This study studies the perceived image and projected image of the scenic area from the perspective of the tourist supply side and the demand side,which makes up the shortcomings of most scholars’ attention to the image of tourists’ perception.By collecting a large amount of network text data and using the network text analysis,it is also an innovation that most researchers only use quantitative methods of questionnaires.