Study On The Tourism Image Of Jianye Huayi Brothers Film Town From The Perspective Of Tourism Gaze

In recent years,"immersive experience" is becoming the next outlet of the cultural and tourism industry.In the post-epidemic era,how to use "immersion +" to empower cultural and business tourism and realize the vision of "promoting tourism with tourism,and integrating business and tourism" is the focus of thinking.Up to now,China has become the largest market for theme parks in the world.Not only has the world’s top theme parks almost completed the layout in China,but also China’s local theme parks have completed the transformation from amusement park to theme park.Zhengzhou city and huayi brothers movie town as the first immersive movie tide play,to further study the tourism experience,on the basis of tourism gaze theory,the use of metaphor extraction technology,select the official propaganda and tourist interview content for the data source,from the official and tourists two comparative analysis of tourism image,discusses the construction of the destination image and the similarities and differences.The study found that the official and the tourists have the same cognition of tourism image,but the official is more focused on the extensive and comprehensive content,and the tourists prefer the tourism experience and detail perception.For the two aspects of tourism emotion,the official hope to convey positive emotions to attract more tourists,while the tourists pay more attention to the tourism experience.Through the comparative study of the two,this paper aims to provide a theoretical basis for building Jianye Huayi Brothers Film Town into an immersive film and television theme park,so as to promote the in-depth integration and development of cultural tourism,and provide reference for the theoretical research and practical exploration of China’s theme park industry.With the continuous development of Internet technology,the use of Internet content for academic research has gradually become a new means.Tourism gaze is not only the one-way gaze of tourists to the destination,but also includes the gaze of multiple interest themes.First of all,the business operators,as the managers of the park,play a very important role in shaping the image of Jianye Huayi Brothers Film Town.This paper,through the study of the official text introduction and network propaganda photos,using Nvivo11.0 qualitative software and simplified metaphor extraction technology to the enterprise operators under the perspective of company huayi brothers film town tourism image analysis,combined with the theory of "cognitive-emotion" analysis under the official gaze tries to build the company huayi brothers film town propaganda image,but also provides tourists can gaze object.Next,Tourists,as the direct experience of tourism products and services,They can reconstruct their inner,self-perceived image of a tourist destination through visual gaze,By selecting pre-preparation,Using the metaphor extraction technology to interview the tourists,Can deeply explore the inner emotional cognition of tourists,And on this basis,excavate and extract the relevant constructs and connections between the Jianye Huayi Brothers Film Town,Classified the constructs according to the "purpose-value chain" theory,The final consensus map was drawn,The tourism image of cognitive image,emotional image and overall image is analyzed from three aspects gaze by tourists.Finally,by comparing different perspectives under the company huayi brothers film town tourism image,using the theory of "cognitive-emotion" analysis of enterprise operators intention to build tourism image and tourists perception results in the cognitive and emotional difference and contact,analyze the reasons at the same time,and for the image construction of tourist destination and marketing to provide targeted advice.