Study On The Communication And Construction Of Puzhehei Tourism Image Through Movie And TV Media

In the era of the experience economy,image is an important marketing concept,especially for the tourism industry.The image of tourist destination is one of the important factors that influence the flow of tourists and affects the recommendation behavior and re-procession of tourists.Among them,the Film and TV media is an important force in the dissemination of tourism image,which often promotes the ?film/TV-induced tourism? model and then shapes and affects the formation of local tourism image.Puzhehei,located in the southeast of Yunnan province,is one of the scenic spots that has gained fame due to media communication and the construction process of its tourism image is characterized by typical and unique.Based on the above,this study takes Puzhehei as the research object in order to reflect the general impact of film and television media on tourism?This study takes the theory of socio-constructivist theory,gaze theory,origininduced theory,the push-pull theory and tourist production life cycle theory as the guidance.What's more,based on the methods of participating in observation,content analysis,questionnaire investigation and literature analysis,a longitudinal study is carried out to examine the communication and construction of Puzhehei tourism image through movie and TV media so as to gain the understanding of relationship from film and TV,the local and tourism and analyze the tourism image construction of government,the local residents and tourists respectively.This thesis inclueds five chapters.the first chapter mainly illustrates the research background,the significance of the research,the development and status quo of relevant research at home and abroad,the relevant concepts and theories and research methods and ideas.The second chapter analyzes the development situation of Puzhehei tourism image.The third chapter briefly traces the Film and TV media to the shooting process of Puzhehei.Then,the method of content analysis is used to analyze the content of Puzhehei's Film and TV media and network communication and the similarities and differences between them are compared in the end.The fourth chapter adopts questionnaire and interview to analyze the reconstruction process of tourism image from different governments,local people and tourists.The fifth chapter includes conclusions,shortcomings and prospects,which summarizes the research results and shortcomings of this paper and puts forward the research prospects.The research conclusions are as follows: firstly,Film and TV media can effectively spread and construct tourism image.Secondly,the tourism image of Puzhehei has gone through the reconstruction process of multiple subjects.Thirdly,the general image of tourism is too general and single.Fourthly,the development of Film and TV tourism production now is single and the homogenization of products is serious.