Research On Image Construction And Communication Of Domestic Cultural Tourism Destination

The construction and communication of the image of the cultural tourism destination and the brand image are major strategic decisions for the tourism destination and they determines the direction of the development of the local tourism industry.After the establishment of cultural tourism destination image,the development of cultural tourism resources and the development of cultural tourism products should focus on this cultural tourism image.Therefore,the brand of cultural tourism destination should first consider the cultural tourism image of the place.In other words,we must find the overall image of the cultural tourist destination in the audience's impression and determine it.Therefore,the study of image construction and dissemination of cultural tourism destination is of great significance for brand positioning and brand promotion in the development process of cultural tourism destination.Firstly,clearified the direction of this study is to explore a cultural tourism destination image,and will focus on the perspective of cultural tourism destination image of the original image,which is in the production of tourists before the culture tourism cultural tourism image construction and dissemination.Secondly,according to the connotation and characteristics of cultural tourism,the basic theory of the integrated use of tourism destination image,the cultural tourism destination image definition,basic connotation and the emphasis on the analysis of cultural tourism destination image of,have a basic knowledge of the basic theory of cultural tourism destination image construction and communication.When studying the construction of cultural tourism destination image,we analyze the influence of external cultural diversity resources and audiences on the construction of cultural tourism destination image,and summarize the different construction process of cultural tourism destination image in the original stage and the induced stage.When studying the cultural and tourism destination image,we divide the main body,image communication content,media and communication audience of the cultural tourism destination image according to the level of communication.Thirdly,by studying the current situation of the construction and dissemination of cultural tourism destination image in China,combined with the basic theories in this field,it summarizes the general laws and characteristics of the construction and dissemination of cultural tourism destination image in China.The main building,including the relevant practitioners and audiences to build our cultural tourism destination image,image construction program includes a preliminary analysis,the characteristics of cultural tourism destination and cultural resources of the core value of the inductive characteristics of cultural resources and core according to the construction of cultural value identity symbol of the three steps.However,method of image construction follow the method of system construction.In addition,the influence of visual recognition system,behavior recognition system and concept recognition system is emphasized in the process of cultural tourism image construction.The main body of cultural tourism destination image communication includes three dimensions: the individual level,the social level and the public level.The content of communication includes the multiple image carriers of objects and people.Finally,based on the life cycle theory of tourism destination image,and based on the different stages of the life cycle of the cultural tourism destination image,we creatively put forward suggestions for optimizing the cultural tourism destination image in different life cycle in the construction and dissemination.Cultural tourism destination image construction and communication process,there are some principles and not blindly build and spread,which requires the cultural tourism image construction and dissemination of follow the cost minimization,coverage maximization and image information consistency of the three basic principles.In the optimization of the cultural tourism image construction and communication process,also need to follow three principles,determine the cultural tourism destination image of the stage of the life cycle,on the basis of modern period,the famous stage,familiar with the stage,the fatigue period showed different rules of image formation and communication optimization.