The Comparative Research On The Projected And Perceived Tourism Destination Image Of Jingzhou Ancient City Based On The Theory Of Tourism Gaze

The information technology promote the industry integration of internet and tourism,which provides the effective path for the marketing organization to disseminate the tourism destination image and the resource-sharing platform for tourists.At present,more and more scholars study destination image from both the tourists' gazing and marketing organization's gazing,The current tourism market presents the trend of being image-oriented,and the dislocation degree of which becomes the important measuring standard of the effectiveness of tourism marketing.Morover,ancient city with unique characteristics of architecture,special atmosphere,folk culture,has become a shining pearl in China's tourism market.As a historical and cultural city,Jingzhou owns the conditions endowed by nature to develop tourism,however,facing the fierce competition in recent years,its attention in the ancient city tourism market was in weak state.Therefore,this paper chooses Jingzhou as a case to study projected and perceived tourism destination image and explores the dislocation mechanism aiming to provide reference for the same type of tourism destination.In the paper,the software of ROST Content Mining is used to excavate and deal with the network text of tourism marketing and the tourists' notes and comments.The characteristics of the projected and perceived image are analyzed through the high-frequency feature word extraction,the tag-cloud visualization and the semantic network diagram.The emotional image are analyzed by calculating the mood index.The target attraction model and the evaluation method of Fuzzy Mathematics is used to measure the attractiveness of the image elements.Finally,the research explores the dislocation mechanism from the three comparative dimensions of the theme,the emotion and the attraction of the image elements,The conclusions are as follows:Firstly,based on the marketing organization's gazing,the projected destination image of Jingzhou relies on its tourism resources,puts history and culture as the propaganda symbols,takes the cultural landscape as the core attraction,and focuses on the food experience.There are a few deficiencies in the process of projections: the content of the folk customs,festive activities,the shopping and entertainment activities seems to be slightly thin,and the tourism infrastructure and management should be strengthened.Secondly,from tourists' gaze,its tourism perceived image takes history and culture as a label,cultural landscapes are regarded as the core attraction,eco-tourism is thought to be a new focus,and food experiences are popular among tourists.It is worth mentioning that transportation,catering,accommodation and others should be improved,the quality of tourism services appears to be flawed,and the ticket fees ought to be rationalized.Thirdly,the perceived and projected image of Jingzhou coexist in the thematic characteristics.The emotional images tend to be positive,but the tourists' negative emotions accounted for 21.09% in perceived tourism image.Through the attractive value of the main categories of elements,it is concluded that both the marketing organizers and tourists put tourism resources as the primary gaze object,and there are many dislocation in the sub-category image elements.Fourthly,the dislocation comes from three dimensions included by the differentiation,reception and feedback.The differentiation dislocation comes from the difference of defining the original image of Jingzhou ancient city,and it is the origin of the dislocation.The reception and feedback dislocation are caused by individuals' different interpretation in the process of coding,propagation and decoding.Fifthly,this paper puts forward the management enlightenment of tourism image promotion from five aspects: broadening tourism themes to meet multiple appeals;enriching the tourism activities and optimizing the situation of perception;attaching importance to maketing managment and strengthening the value of perception;improving the network facilities and enhancing the quality of tourists' perception;paying attention to the feelings' of social groups and reinforcing the emotional image.