A Study On The Tourism Image Of Shanxi In TV Travel Programs

In recent years,the country has made great efforts to develop tourism,and Shanxi Province especially in the key period of transformation and development.The secretary of the provincial Party Committee Huining Luo put forward several times in the meeting that we should further make cultural tourism to become strategic pillar industry in Shanxi.To this end,the Provincial Party committee,the provincial government and other relevant departments explore new ideas for Shanxi tourism development actively.From 2016,the Shanxi provincial tourism development conference has been held every year to formulate important policies and effective measures,in order to reform and develop the tourism industry.The construction of public infrastructure is constantly strengthened while the tourism resources are deeply excavated and the special tourism brands are created,at the same time,more and more attention pay to the disseminate of Shanxi tourism image.It is true that when people choose the destination before travel,they will take subjective impression as the main basis,that is to say,the“stereotype” of some place was decisive when “potential tourists” choice tourist destination.However,the “stereotype” formed in the potential tourists' mind will be influenced by the mass media's publicity,so the shaping and dissemination of tourism image is an important measure to promote the development of tourism industry in this area.The TV tourism program has a congenital advantage in shaping and spreading the image of the tourist destination,it attracts audiences by means of vivid,image,interesting and varied video programs,otherwise,through the lens,we can present the image of tourist destination to potential tourists more comprehensively.So that,potential tourists can have a clearer understanding of tourist destinations.This paper gathering and watching some outstanding TV tourism programs in recent years,finds that the tourism image of Shanxi has thefollowing characteristics: firstly,Shanxi has profound historical and rich cultural landscapes;secondly,traditional village scenic spots which take the traditional houses and ancient architecture as dominant attraction,the original ecological culture as recessive attraction,are becoming new highlights of Shanxi tourism;thirdly,rural tourism products drive rural economic development,rural tourism has become a new hot spot;fourthly,rich intangible cultural heritage brings new blood to Shanxi's tourism image.In addition,the deficiencies of TV tourism shows in the process of presenting Shanxi's tourism image include: first,the propaganda is not enough and the scope of communication is small;second,the publicity of tourism resources is not balanced,the cultural landscape is more,but the natural landscape is less;third,the description of the climate and the environment is not positive,the impression of the audience is not good;fourth,the theme of the program is single,lacking interest and creativity;fifth,the broadcast period of the program is concentrated in the tourism off-season,not the best period of tourism propaganda;sixth,there is no distinctive tourism image label of Shanxi has been formed.Therefore,the author makes use of the related subject knowledge of communication and tourism,combined with the present situation of Shanxi's tourism development,puts forward four suggestions to optimize the communication mode of Shanxi tourism image:first,Shanxi not only should strive for diversity in the development of tourism industry,the spread of Shanxi's tourism image also should diversity;second,Shanxi should grasp the dominant right of communication and to build influential local opinion leaders,thus change the audience's stereotype of Shanxi;third,set the agenda,grasping“hardware” and “software” of tourism image,to shape tourism image of “Shanxi characteristics”;fourth,accurate positioning Shanxi tourism image,and to build “brand tourist attractions”.