| With the continuous expansion of the influence of tourism image,tourism image has gradually become one of the important factors affecting tourists’ choice of tourism destinations.Therefore,shaping a tourism image that is consistent with the tourism destination and formulating appropriate promotion strategies are the key points of the outward projection of the tourism image of the tourism destination.Film and television tourism provides a new thinking direction for the shaping and promotion of tourism image.At present,the academic research on film and television tourism focuses on the influencing factors,development mode,development status and tourism destination marketing of film and television tourism.There are few studies on the promotion of tourism image,and there are still few studies on the projected image and perceived image of tourism..Dali,as a typical example of domestic production of many film and television works and the use of film and television works to promote tourism development,is relatively lacking in the research on projected image and perceived image.Therefore,this paper selects Dali as the research sample,and from the perspective of film and television tourism,divides the tourism image into two aspects: the projected image and the perceived image,and compares and analyzes the projected image and the perceived image of Dali,and draws the difference between the two images and aims at the difference.Put forward suggestions to improve tourists’ satisfaction,promote the promotion of Dali’s tourism image,and provide reference for the same type of tourism destinations.Based on the mobile APP index and PC Web index in i Research,the Internet big data service platform,the article selects two online travel websites with the highest annual coverage: Mafengwo and Qunar,and filters out the online travel websites on the two websites.Popular travel notes and samples of film and television works shot in Dali are used as data sources.Based on semiotics theory,cultural representation theory,tourism gaze theory,using literature research method,content analysis method,and IPA analysis method to extract natural and humanistic image symbols used in film and television works and travel samples,and on this basis,project the image of Dali The difference between projected image and perceived image is analyzed separately and the reasons for the difference between projected image and perceived image are carried out.The research conclusions are as follows:(1)The projected image has the characteristics of diversity and comprehensiveness.Through film and television works,the natural images of Dali’s "complex and diverse landforms","highland water towns with extensive rivers and lakes","biodiversity","spring in four seasons" and "poetic and idyllic pastoral scenery" are shown to tourists;The humanistic image of Buddhism,"diversity and tolerance","multi-ethnic harmonious coexistence" and "colorful ethnic customs".(2)The perceived image has the characteristics of placing emphasis on the subjective experience of tourists.The article uses the travel texts screened on Mafengwo and Qunar websites as data sources to analyze the perceived image,showing Dali’s "complex and diverse landforms","the plateau water town with extensive rivers and lakes","the home of wild animals and plants",and "poetic and idyllic pastoral scenery".The natural image of "four seasons is like spring";and the humanistic image of Dali’s "long history","modern development","colorful ethnic customs" and "spiritual hometown".(3)There is a certain difference between projected image and perceived image.After comparing and analyzing the projected image and the perceived image,it is found that the natural images displayed by the projected image and the perceived image of Dali tourism in the aspects of landform,hydrology,pastoral scenery and climate are generally consistent,and the differences are small;There is a big difference between the humanistic image displayed in terms of culture,social development and ethnicity,and the natural image displayed in biological aspect.In the projected image,the display of natural and humanistic images is more comprehensive,while in the perceived image,the natural and humanistic images of Dali perceived by tourists are relatively simple.The main reasons for the difference between the projected image and the perceived image are: the promotion of Dali tourism destination,the lag and instability of tourists’ perception,the difference in the subject of the perceived image,and the difference in travel methods.(4)Finally,according to the difference between the projected image and the perceived image and the reasons,the establishment of optimization suggestions is proposed.Aiming at the reasons for the insufficiency of publicity and promotion of Dali tourist destination,this paper puts forward suggestions on improving the infrastructure construction of tourist destinations and strengthening the diversification of marketing channels;in view of the lag and instability of tourists’ perception,it proposes to establish a publicity result feedback mechanism and dynamic Recommendations on evaluation mechanisms;innovative recommendations for enhancing tourism product development in view of differences in tourism modes;pertinent recommendations for improving the subject of projected images for differences in perceived image subjects.Minimize the difference between the projected image and the perceived image,and promote the promotion of Dali’s tourism image. |
