A Comparative Study On The Consistency Of Tourism Cities' Projective And Perceptual Images

The era of product competition in tourism market competition has passed.At this stage,we are in the era of image competition.The tourism industry has formed scale management in different regions.The tourism image represents the city image and becomes an indispensable component of urban construction.Each tourist city is striving to create a good urban tourism image.However,the dislocation of the projected image and the perceived image is common in the tourist cities of China,making the tourist city not stable and clear.With the rapid development of the Internet,online travel is increasingly being accepted by more tourists.The supply of information tends to be diversified,the information dissemination channels are presented with complexity,and the formation of the perceived image of tourists is characterized by complexity and variability.The city government establishes websites and promotes the image.However,it ultimately presents the phenomenon that the tourist city image is vague,homogenous,simple,and low in recognition.The development of inter-city tourism is in an imbalanced state,and the projected image and perceived image are not effectively integrated.And coordination.The publicity content of the government tourism official website tends to favor urban leisure travel.It only targets local tourists and cannot form a landmark city image in the hearts of foreign tourists.Therefore,breaking this "dislocation" phenomenon and establishing a clear tourism image is the primary task of creating a city image.The research is based on a comprehensive analysis and analysis of the domestic and foreign tourism destination image research results,and defines the definition and characteristics of the tourism city,the concept of the tourism projection image,the tourism perception image,the relationship and influencing factors,and the use of content analysis and comparison.The analysis method takes the travel information texts of the government tourism websites and social sharing websites of three tourist cities of Tianjin,Dalian and Sanya as the research objects,and analyzes the content of government travel websites and travel travel notes from the perspectives of travel projection images and perceived images.It deeply analyzes the cognitive information and emotional information contained in it and finds the differences between the two images.It discovers and summarizes the characteristics of the tourist city itself,the process of shaping the tourist image and the channel of the travel image transmission that leads to the projected image and perceived image.There are significant differences in the main factors.On the basis of this conclusion,a more in-depth and detailed analysis was made.The objectiveness of the attributes of tourism cities,the dynamics of image development,and the effectiveness of product design were proposed;the goals of image development were not clear,the lack of shaping content,and the limitations of the construction subject;Limits of traditional communication channels,defects in website communication channels,and lack of social media communication are three categories and nine factors.Finally,it summarizes and summarizes the characteristics of each person,establishes an accurate image orientation,grasps the shaping process,and constructs and maintains the image of the city.The integration of communication channels and the development of new propaganda methods are strategies to narrow the gap between tourism projection and perceived image,from the establishment of image "symbols" and design.Urban slogans,establishment of development direction,planning of city image strategy,strengthening of urban resource information interaction,simultaneous internal education and education,innovation of traditional communication channels,standardization of government website operations,and utilization of social media volume 9 proposed a bridge for improvement of the image of tourism cities.Provide ideas.