Research On Image Communication Of Kongtong Mountain Scenic Spot

With the progress of society,people’s living standards are getting better and better.Tourism has become the main way for people to relax,relax and relax.It is because of this factor that the tourism industry develops rapidly,and the competition in the tourism industry becomes more and more fierce.With the increasingly fierce competition in the domestic tourism market,how to stand out from many scenic spots is not only a problem that many scenic spots continue to explore and practice,but also a subject worthy of consideration and research.Kongtong mountain is located 12 kilometers west of Kongtong District,Pingliang City,Gansu Province,China.It has been known as "the first mountain of Taoism in China" since ancient times.Cultural tourism is also a key industry in Pingliang City.How to establish a clear,accurate and comprehensive image of Kongtong mountain scenic spot in the hearts of tourists is a problem worth pondering.This paper will take Kongtong mountain scenic spot as the research object,start with the image communication elements from the perspective of image communication of Kongtong mountain scenic spot,study the current situation and communication strategies of image communication of Kongtong mountain scenic spot,and put forward some feasible opinions and optimization strategies.The introduction focuses on the background,significance and importance of the research,as well as the research status,research methods and innovations of scholars at home and abroad.The second chapter is Kongtong mountain from the perspective of scenic spot image communication,which defines the relationship between image,image communication and scenic spot image communication,the new challenges brought to scenic spot image communication under the new media environment,combs the multifaceted image of Kongtong mountain,and defines the theoretical construction of image communication of Kongtong mountain scenic spot.The third chapter starts with the communication subject and mode dominated by the scenic spot through the content analysis method and field research method.The fourth chapter further analyzes and studies the communication content and object,and uses the content analysis method and in-depth interview method to study the audience’s perception of the image of the scenic spot.The fifth chapter summarizes the research and analysis of the communication elements in the image communication process of Kongtong mountain scenic spot in combination with the previous chapters,combs the existing problems and communication strategies of the image communication of Kongtong mountain scenic spot,such as marketing strategy and channel strategy,and puts forward feasible optimization of the image communication strategy of the scenic spot.First,clarify the communication strategy concept of the image of the scenic spot,and then improve the communication consciousness of the communication subject,The last is the integration of media and content,and then the expansion of media.Through practical communication strategy optimization,it is expected to create Kongtong mountain scenic spot with distinctive image and prominent characteristics,which will promote the development of Kongtong mountain scenic spot image and contribute to the long-term sustainable development of Kongtong mountain scenic spot.With the deepening of investigation and research,it will not be difficult to find the image of the tourism destination,that is,the image of the scenic spot is one of the key factors affecting tourists’ travel and the key to occupy a competitive advantage in the tourism market,which is also one of the reasons why many scenic spots have competed to create the image of "online popularity" in recent years.The image of scenic spots plays an important role in improving the popularity,reputation and recognition of scenic spots and guiding tourists’ travel decisions.Therefore,the image communication of scenic spots has become an important part that can not be ignored in the development of scenic spots.