A Comparative Study On The Projected Image And Perceived Image Of Ruijin Red Tourism Based On Gaze Theory

The arrival of the Web2.0 era has promoted the deep industry integration of the"Internet plus tourism",make all kinds of tourism social media grow very fast.That not only provides an effective entry point for the official organizations of tourism destination to plan marketing and tourism,but also provides tourists with a platform for information sharing and mutual dialogue.Therefore,more and more scholars from the perspective of multi gaze,based on Internet data,explore the differences of tourism destination image under different gaze,in order to provide basis for tourism destination image marketing shaping and promotion.Known as the cradle of the Republic,Ruijin has rich red tourism resources,but its development is relatively poor.To promote the development of red tourism in Ruijin,it is necessary to make a comparative study on the projected image and percepted image of red tourism.According to the tourism gaze theory,the three-dimensional structure model of tourism destination and grounded theory,from the dual perspectives of official gaze and tourist gaze,taking online graphics and video data as samples,using NVIVO 11 qualitative analysis tools,using content analysis and comparative research methods to study the cognitive theme,emotional tendency and overall image of Ruijin red tourism image,the following conclusions are drawn:(1)In the aspect of cognitive theme,there are 13 themes in Ruijin Red Tourism:natural attraction,former residence,memorial buildings and facilities,scenic spots and services,red literature,brand,revolutionary ancestors,revolutionary cultural relics,festivals and cultural activities,accommodation,transportation,shopping,characteristic food and tourist souvenirs;at the same time,the projected image of red literature art works are not reflected in the perceived image,and the projected image does not expresses the perceived image of people,prices and social economy.(2)In the aspect of emotional tendency,emotion of the projected image and perceived image are mainly positive,such as "exciting","pleasant","arousing" and "relaxing",but there are certain negative emotional expressions in the perceived image,embody as "gloomy" "unpleasant","sleepy" and"distressing",which appear in scenic spots and services,accommodation,transportation,shopping souvenirs and prices.(3)In the aspect of the overall image,the positive image is the main one,while the negative image mainly exists in two aspects:the lack of attraction and the serious homogenization of tourism commodities.The overall image has the characteristics of pluralism,opposition and unity.Tourists cannot effectively perceive the images of perfect tourism facilities,outstanding features and rich cultural and creative products which are projected.Meanwhile,tourists' precepted image of simplicity and low price are not involved in the projected image.The main reason for the difference is the difference of the gaze subjects,which result in the different demands on the projected and the precepted image,and there is a dislocation of information dissemination between them.According to the research conclusion,based on the tourists' gaze angle,this paper puts forward several strategies to shape and broadcast Ruijin red tourism:make sure the theme of project image is right;travel experience activities should be flexible and diverse;the marketing methods tourism image should be pluralistic;emotional attraction of tourism image should be consolidated,those can provide useful references for the development of Ruijin red tourism.