A Comparative Study Of The Perceived Image And The Media Image Of Yangzhou City

As a geographical space closely related to human production and life,city is increasingly becoming one of the important dimensions for people to seek personal development and better life.The shaping and dissemination of city image is not only the internal requirement of improving the quality of life of urban residents and developing urban construction,but also the driving force of the competition of city competitiveness,the integration and collection of various resources and the attraction of external talents.High quality city image is also conducive to attracting investors,tourists and talents.Therefore,enhancing city image can enhance city competitiveness.There are few similar studies comparing the perception image of tourists to the image that the image maker hopes to create in the relevant media.Is the image of Yangzhou city from the perspective of tourists' perception consistent with the image expected by the creators of the city's media image? Faced with this initial question,this research attempts to use grounded theory and the research methods of Yangzhou's "perceptual image" and Yangzhou's "media image" from the perspective of tourists on the basis of relevant literature research and realistic background.The image created by the city image shaper through the media,and further compare and analyze the "perceived image" and the "media image",starting from the analysis of the differences and the reasons for the differences,and then provide a way of thinking for optimizing the image of the city.This study used QSR NVIVO 11 PLUS analysis software to perform a series of coding operations,such as open coding,spindle coding,selective coding,etc.,separately excavates the collation Yangzhou city “The perception image”the concept model and “The media image”the concept model,finally,there are three main categories: “Fragment image”,“Symbol image”,“Comprehensive image”and nine sub-categories: “Aesthetic image”and “Urban ecological image”Finally,based on the results of the above-mentioned deep-rooted coding,this study compares the “Perceived image”and “Media image”of Yangzhou city from three aspects: the fragment image,the symbol image and the comprehensive image.It is found that there is a strong consistency between the two dimensions,but there are some differences in the content of the dimensions,the “Perception image”and “Media image”of Yangzhou city are both symbolized by Slender West Lake,and this symbolized image is the most representative in the two urban images,but there are some differences in other symbolized symbols,the slogan image perceived by tourists obviously lags behind the slogan image issued by the city image maker in the media to a large extent,at the same time,compared with the characteristics of perceived image,the image of urban media is missing for the image communication of emotional dimension.Based on this,the researchers propose specific suggestions for the optimization of the city image of Yangzhou.