Research On Huizhou Traditional Village Tourism Slogan And Its Market Perception

The tourism image is the business card of the tourist destination.With the development of technology and the arrival of the image era,the image-driven tourism consumption model has been formed,and the tourism slogan is a tool for disseminating the destination tourism image.This study takes the traditional villages of Huizhou as a case study,selects the national traditional villages with good tourism development and development,and adopts the content analysis method in the theoretical basis of tourism destination image theory,prototype theory,integrated marketing propaganda theory and tourism image perception theory.,network text analysis,telephone interviews and other methods of quantitative research and qualitative research combined with research methods,using SPSS 22.0 software,text analysis software Rost Content Mining 6.0,Office Word,Excel and other software to analyze the collected slogans and online content data.This paper is divided into three parts:The first part includes the first chapter and the second chapter.The first chapter is the introduction.This paper introduces the research background and significance of the article,the research content and technology roadmap,the research methods and the research area as the case selection and the relevant theoretical basis.This paper introduces the general situation of Huizhou area and its tourism development history,and discusses the selection of case sites and the design of the research.The second chapter is the literature review and theoretical overview.It sorts out and reviews the relevant research results of domestic and foreign tourism images,and lays a foundation for the writing of the main part of the article.The second part is the main part,including the third chapter and the fourth chapter.The third chapter mainly analyzes the tourism slogan and market perception of Huizhou traditional village tourism image.The first is the slogan of the tourism image of the traditional villages in Huizhou.This part is divided into four summary;the first step is the research method,the data collection and preliminary processing;the second step is divided into the structure of the slogan: the number of words,the number of words and The number of real words,whether the name of the traditional village is included in the tourism slogan,and the location of the traditional village name in the slogan.2 The positioning of the slogan: mainly includes the content orientation of the slogan,its geographical environment attraction,and the slogan highlighted.Analysis of focus and semantics;the third step is a summary.Secondly,the fourth chapter analyzes the market perception image of tourists.The first step is to collect data and process related collected network texts to prepare for the next analysis.The second step is human-human perception system and human-ground perception system and try This paper compares and analyzes the image slogan and tourists' perception of the traditional villages in Huizhou.Through the analysis,the following conclusions are drawn: The slogans of most traditional villages in the 28 traditional villages are designed to match the destination's tourism image,and the design numbers of the slogans are generally 6 to 8 and are meaningful words that can clearly express their own.Tourism image;most of the traditional village slogans in Huizhou are positioned to attract tourists with the characteristics of destination tourism image;tourists have better perceptions of people and people in 28 traditional villages;and the traditional village tourism promotion in Huizhou The comparison between the slogan and its market perception found that in addition to the perception of infrastructure and tourism service personnel,other aspects of perception are more consistent with the tourism image displayed by the travel slogan.The third part is the fifth chapter.This chapter includes conclusions and prospects.The conclusion of this part summarizes the main results of the research and tries to elaborate the significance of the comparative study on the image of huizhou traditional village tourism destination and tourists' perception.Some problems in the research are discussed and some Suggestions for further research are put forward at last.