| With the steady growth of China’s economic development rate,the national economic level has also increased year by year.With the promotion and popularization of weekends and holidays,it has laid a solid foundation for Chinese residents to carry out foreign tourism activities.Under the premise of wealth and leisure,tourism has now become one of the many leisure choices for residents in China,and has promoted the arrival of the mass tourism era.After the tourism market has experienced resource orientation and market orientation,the image of tourism destinations has become a topic of concern to many scholars and tourism managers.Especially in the Internet age,all kinds of tourist information can quickly come into contact between tourists and tourists,and between tourists and managers,which greatly affects tourists’ perception of the image of tourism destinations.In the existing destination image research,it is still mostly from the perspective of tourists’ perception,and it cannot fully reflect the propagation process and results of the tourism destination image.Therefore,this study introduces the perspective of tourism destination managers,and attempts to conduct a comparative study from the perspective of the perceived image perceived by tourists and the projected image propagated by the destination managers.In this study,Luoyang was used as a case study sample.First,the octopus reptile software was used to obtain the data of perceived image and projected image,combined with cognitive psychology theory,cognitive-emotional model,and communication theory,using the grounded theory method analyzes the content composition of Luoyang’s perceived image and projected image from three dimensions: cognition,emotion and overall image.Because the process of using the grounded theory is a simple descriptive statistics of the tourism coding elements,lacking inquiries and analysis of the relationship between the tourism elements,so the introduction of the co-word analysis method and social network analysis method to further study the relationship between the elements of the cognitive dimension in Luoyang’s perception and projected image From a quantitative point of view.After that,the three image dimensions of cognition,emotion,and overall in the perceived image and the projected image are compared and analyzed.Finally,the relevant conclusions are drawn,and the corresponding recommended measures and optimization strategies are proposed.The conclusions and suggestions of this study are as follows:In terms of the destination image cognition dimension,the content of the perception image and the projection image obtained through the grounded theory method includes 6 selection codes,which are human attraction,natural attraction,destination society,tourism infrastructure and services,tourism atmosphere and tourism consumption,the two agree here.In terms of main axis coding,there are 19 main axis codes in the perceptual image and 18 in the projection image,which has a certain difference in number itself.In the projected image,the content of the 18 main axis codes has more coding elements of rural and agricultural than the perceived image,but it lacks the tourism assistance APP and local residents.In terms of the emotional dimension,the emotional dimensions of the perceived image and the projected image are both "pleasant","excited","relaxed" and "excited",and the content of the two is the same;Both are dominated by positive emotions,and both are the most " pleasant" emotions.In terms of the overall image,both the perception image and the projection image obviously include the natural landscape image and the humanities historical image;but the ideal recreational health place,livable and convenient living environment and leisure entertainment capital image reflected in the projection image,Only part of the content is reflected in the perceived image;the beautiful pastoral scenery in the projected image is not reflected in the perceived image.In terms of the relationship between the coding elements of the cognitive dimension,through multi-dimensional analysis in the co-word analysis method,it can be seen that the perceived image relatively pays more attention to cultural attractions,prices,destination society(except local residents)and most of the tourism infrastructure and services,but pays relatively little attention to the natural attractions and tourism atmosphere(except entertainment and leisure)elements;The projected image pays more attention to the natural attraction,destination society,transportation facilities and gastronomy elements in tourism infrastructure and services,and relatively less attention to the humanities attraction,price,and tourism atmosphere(except entertainment and leisure)elements.Through the analysis of social network analysis method,it is found that the network structure formed by the coding elements in the perceived image and the projected image has good coordination.The specific performance is that the network density value between the two is not much different.The core elements in the perceptual image are cultural attractions and transportation facilities,the small group structure is the two elements of food and shopping places,and tourism promotion and festival activities are its edge nodes,which have less significance;The core elements in the projected image are humanistic attractions,gourmet food,natural resource landscapes and modern landscapes.The small group structure consists of entertainment,leisure and tourism promotion elements.Shopping venues,prices,gourmet shops and accommodation facilities are the edge nodes in the projected image network.Comparing the results of co-word analysis and social network analysis,it is found that the results of co-word analysis can be reflected in a more intuitive way in social network analysis.Finally,it puts forward corresponding suggestions on the problems found.Through research and analysis,it is found that although Luoyang tourism destination managers focus on introducing tourism infrastructure and services,modern landscapes,cultural attractions,and other elements,they obviously have further room for improvement,it can be improved by increasing the level of intelligence in public services and tourism marketing,strengthening the creative development of tourism culture,and creating tourism products with rich cultural characteristics;Similarly,there are more introductions to the types and scope of rural,agricultural,and tourism atmosphere elements,but there is a need to improve the marketing methods and efforts.It can further strengthen the tourism promotion and marketing efforts for Luoyang rural and agriculture,and when designing tourism and entertainment products,it should be oriented to the needs of tourists and enhance the entertainment experience of tourists.This research is based on the research of a large number of online texts,and the content composition of destination perception image and projection image is constructed through bottom-up the grounded theory method,and the content composition of destination image research is enriched to a certain extent;Secondly,the more mature common co-word analysis method and social network analysis method are introduced to analyze the structural relationship between the coding elements in the cognitive dimension of the tourism destination image from a quantitative perspective and display it in a more intuitive way,Which provides new ideas for the research on the image of tourism destinations.In addition,the cases are concentrated on historical and cultural cities for the reference of other similar researchs. |
