The Differences Research On The Tourism Projected And Tourism Perceived Image In Museum Scenic Spots

With the arrival of the era of large tourism consumption,residents' tourism consumption has increased,and tourism has become a necessity for people's happiness.With the popularity of the Internet,"Internet + tourism" has become a tourism development trend.The Internet penetration rate is high,and the number of Internet users is large.Tourist attractions have used Internet marketing to promote publicity.Image marketing has become an important means of marketing in scenic areas.In recent years,with the emergence of variety shows and museum cultural and creative products,museums have become popular in the tourism market.The Beijing Palace Museum is one of the best.However,the development of scenic spots still needs to pay attention to the perception of tourists.Image research can help the scenic area achieve sustainable development,and more scientific and high-quality upgrades.Taking the Palace Museum as an example,this study uses the network text analysis method,contrast analysis method,content analysis method,etc.To explore and analyze its tourism projected image and tourism perceived image from 2018 to 2019 from two aspects of picture and text.A tourism image discrepancy model was constructed from both pictures and text,and a quantitative analysis was made of the tourism image discrepancy of the Palace Museum.Through the research,the following research conclusions are obtained:(1)The tourism projected image of the palace museum is centered on the historical and cultural image of the collection.First of all,from the picture data,the managers of the Palace Museum attach great importance to the collection,and the collection of pictures posted online accounts for nearly 80% of the total.Secondly,the scenic area managers also pay attention to cultural creation,and people,decoration,introduction,shops,etc.The relevant content of the process is ignored by the scenic area managers.Scenic area managers pay special attention to the graphic introduction of the official website.The content of the official website is far more abundant than the other two media.The official website pays special attention to the publicity of the collection and ignores other content.Although Weibo and Wechat attach the greatest importance to the publicity of the collection,they have not ignored the publicity of other content.The number of other types of pictures posted on Weibo and Wechat was significantly higher than the official website.From the text data,the managers of the Palace Museum mainly introduced the collection in detail,mainly exported the cultural connotation of the cultural relics collection,and paid more attention to the palace culture and the history of the ming and qing dynasties.They also protected the cultural relics collection and academic direction in-depth research.Scenic area managers closely focus on their culture and export to tourists the cultural scenic image of the Palace Museum,which is rich in deep cultural connotation.(2)The tourism perceived image of the Palace Museum is centered on the palace culture represented by the palace architecture.From the picture data,we can see that tourists are most impressed by the building of the Forbidden City,and are more impressed by the collections.They like to take photos and punch cards in the scenic area.They pay less attention to the landscape,introduction,decoration,and exhibition,and they are evenly distributed.No impression;the tourist experience is richer.From the text data,tourists 'impressions of the Palace Museum are closely surrounding the Palace Museum 's architecture,and their attention to collections and ancient court figures is slightly lower.Their tourism perceived image always revolves around these three aspects,in addition to being interested in the resources of the scenic area itself.In addition,tourists also pay attention to things related to their own travel experience,such as explanations and security services;most tourists from 2018 to 2019 have a positive mood for the Palace Museum tour,and tourists' perceived image of the Palace Museum is not only influenced by palace architecture.The impact of tourism resources is also affected by the supporting services provided by the scenic area and its own tourist experience.(3)The tourism projected image and tourism perceived image of the Palace Museum are quite different.In terms of pictures,the number of tourism projected images is higher than the number of tourism perceived images,the number of held images is the highest,and the number of architectural images in tourism perceived images is the highest.The proportion of cultural and creative images in tourism projected image and tourism perceived image is also significantly different.The scenic spots attach great importance to the promotion of cultural and creative products,and tourists do not have much impression of cultural and creative creations;the characters and introductions that make up the tourists' perceived images are ignored by the scenic spots..In terms of words,the scenic area managers pay attention to the introduction of the collection when they output the image of the Palace Museum,and the perceptual image always takes architecture as the core,gradually perceives outwards,and pays attention to their own experience.It can be known by constructing a model to calculate the difference in the travel image of the Palace Museum in pictures and texts.The difference in the tourism image of the Palace Museum is larger,and the difference in pictures is greater than the difference in text.(4)Based on the research results,this study puts forward the following suggestions:(1)Grasp its own tourism resources and optimize the allocation;Scenic area managers should proceed from the long-term perspective of the development of the area,grasp the allocation of resources,and strengthen tourism other than the collection of cultural relics.Publicity presentation of resources.(2)Use integrated marketing methods to strengthen the connection between online marketing and offline marketing to maintain the unity of the image;official media release information should be controlled in a general direction,and online and offline media should maintain the same external publicity image.Tourist-oriented,comprehensive and coordinated use of various forms of dissemination methods,delivering consistent scenic area information.The official website needs to increase the publicity and display of scenery and decoration,while Weibo and We Chat public accounts need to strengthen the introduction of cultural relic collections.(3)Strengthen the "people-oriented" concept and value the tourist experience.The Palace Museum should pay more attention to the experience of tourists,strengthen the upgrading and upgrading of infrastructure such as introduction and guidance,provide tourists with services such as online queuing and walk-in explanations,and display real-time maps of the flow of people in the scenic spots to help tourists build a good travel experience.