A Study On The Promotion Of Xun County Temple Fair Tourism Image Based On Summoning Structure Theory

The tourism image is the carrier symbol of the charm of the tourism destination and the soul of the core attraction of the tourism destination.The asymmetry between the tourism projected image and the perceived image greatly affects the reputation of the tourism destination.Therefore,the increasing scholars have begun to pay attention to this problem and analyze the cause of the problem,in order to enhance the perceived satisfaction of the tourism image.The Xun County Temple Fair has a long history and remarkable folk cultural characteristics,and is known as the first ancient temple fair in North China.With the advent of the era of leisure tourism,the Xun County Temple Fair has been developing rapidly with the support of government policies.And how to create a distinctive temple fair image with rich connotations and highlighting the value of the times to influence tourists’ travel choices and enhance the attraction and competitiveness of Xun County Temple Fair tourism has become an important issue for the sustainable development of Xun County Temple Fair tourism.Therefore,this study selects the Xun County Temple Fair as the case,and uses the perspectives of the Xun County Temple Fair official organization and tourists as the starting point to analyze the differences between the projected image and perceived image of the Xun County Temple Fair tourism,in order to propose innovative strategies for Xun County Temple Fair tourism image enhancement.The main research contents of this article include: First,based on the "cognitive-emotional" theoretical model,an analytical framework for the temple fair tourism image is constructed,that is,the cognitive image,emotional image,and overall image.In the framework of temple fair tourism image analysis,cognitive image is the recognition of the constituent elements of tourism image.According to the classification of cognitive factors,the cognitive elements of temple fair tourism image are divided into temple fair tourism resources,temple fair tourism activities,and temple fair tourism environment.Emotional image is an evaluation of the emotions of the tourist destination,which has positive emotions,neutral emotions,and negative emotions.The overall image is composed of both cognitive image and emotional image,which is an overall evaluation of the tourism destination.Secondly,use the content analysis software Rost Content Mining to perform text analysis on Xun County temple fair official promotional materials to study the projected image of Xun County temple fair tourism;use SPSS analysis software to perform statistical analysis on the Xun County temple fair questionnaire survey data to study the Xun County temple fair tourism perception image.In the research on the projected image of the Xun County Temple Fair Tourism,it was found that the official organization of the Xun County Temple Fair tourism is most concerned about tourism resources,and the “Community,s Fire” and “Ancient City” mentioned the most.Mainly,no negative emotions appeared.In the overall image part,the overall image passed by the official tourism organization of Xun County Temple Fair to tourists is a cultural tourism destination combining traditional folk culture and ancient city history and culture.It is found in the research on the tourism perception image of the Xun County Temple Fair that tourists have the strongest perception of the Xun County Temple Fair is also a tourism resource,pay close attention to the social and cultural resources of the community,and the tourists ’perception of the Xun County Temple Fair is mainly positive.A small number of tourists have negative feelings about the temple fair tourism in Xun County.In the overall image part,the tourists’ perception of the overall image of the Xun County Temple Fair is a tourist place with the charm of traditional folk culture,and the perception of the ancient city image of Xun County is weak.Third,based on the summoning structure theory,a comparative analysis of the tourism projected image and the tourism perceived image of the Xun County Temple Fair is based on this.Try to analyze the reasons for the differences.Finally,I put forward suggestions from five aspects to the problems in the image formation of the Xun County temple fair tourism: deepen the cultural connotation of the temple fair,enhance the perception of tourism value of the temple fair in the new era.optimize the combination of two mountains and one water natural scenery belt,and enhance the attraction of natural landscape tourism.Enrich the contents and forms of temple fair tourism activities,improve the quality of tourist experience.improve the tourism environment of Xun county temple fairs,create a clean and tidy temple fair tourism space.condense the unique theme of temple fair tourism,and enhance the effectiveness of temple fair tourism image transmission.