A Study On The Image Perception Of Tourism Destinations In Hohhot City From The Perspective Of Semiotic Theory

With the rapid development of the market economy,the competition in the tourism market has gradually changed from resource products to tourism image competition.Creating a distinctive and attractive image of a tourist destination is self-evident for the development of the tourism industry.At present,the Internet provides a more diverse image communication channel for tourist destinations and is an important platform for tourists to obtain tourist information.Based on the research of the official projected image,constructing a tourist destination image symbol system and obtaining the tourists' perception through field investigations are of great significance for accurately locating the tourist destination image and spreading the tourist image.This article takes Hohhot as a case study,uses literature research,content analysis,questionnaire survey and other methods to study the image perception of Hohhot tourism destinations from the perspective of officials and tourists based on semiotics,and draws the followingconclusions:(1)The characteristics of the official tourism projection image symbol: highlight the cultural charm of "Prairie" and "Zhaojun" and render the "cultural" atmosphere;tap the resources of "folklore" and "gourmet food" to create a "Festival" brand;promote natural scenery and cultural landscape,Demonstrate the "landmark" style;strengthen cultural tourism promotion marketing,shouting "slogan" catchword.(2)Tourists perceive the characteristics of image symbols: the range and depth of background symbols are limited;the perception of tourism resources symbols in field symbols is better;the social demographic characteristics affect the perception of image symbols;psychological factors and stimulating factors guide the image symbols Perception.(3)On the whole,in the projected image,the officially promoted tourism image symbol types are rich,and they focus more on the shaping of the overall image;while in the perceived image,the tourists have better perception of the symbols involving experience activities,such as resources Cultural symbols,festival symbols,etc.Based on the research of the official projected image and the perceived image of tourists,Hohhot officials can fully explore cultural resources and deepen tourists' understanding of cultural connotation;improve tourism supporting facilities and strive to improve the quality of tourist experience;focus on market segmentation and precision Locate the needs of tourists;broaden marketing channels and carry out all-roundimage promotion work;based on the differences in image symbols,carry out targeted marketing promotion and other aspects to further optimize the promotion of tourism image.