A Bridging Path Study On Perception And Projection Of Harbin Tourism Destination Image

With the arrival of the era of mass tourism,the number of domestic tourists is increasing year by year.Personalization,individual tourists and high quality have become more and more obvious tourism consumption trends.Creating a high-quality and highly differentiated city image has become the key to the competition among tourism destinations.At present,Harbin’s tourism development is in a critical period of transformation,and the post Winter Olympics era has brought opportunities and challenges to Harbin’s tourism industry.Harbin has proposed the development goal of building a world famous ice and snow culture tourism city,and strives to achieve the transformation from single season tourism to full season tourism,which puts forward higher requirements for the shaping of Harbin’s tourism image.From the perspectives of tourists and image creators,this paper compares the differences between Harbin’s perceived image and projected image.Perceived image data comes from online travel notes,and projected image data comes from official We Chat official account,online reports,and tourism videos.Following the grounded theoretical research paradigm,the original data is encoded using Nvivo12 qualitative analysis software.The main conclusions are as follows:1.In terms of cognitive dimensions,using the grounded theory method to code and analyze the original data,it is found that there are a total of 18 spindle codes in the perceptual image,while there are a total of 19 spindle codes in the projected image.Through comparison,it is found that the urban celebrity spindle code is added to the projected image,and the rest are consistent.Through merging and analyzing the spindle codes,six selective codes for perceived and projected images are obtained,namely,tourism atmosphere and characteristics,natural attractions,cultural attractions,destination society,tourism facilities and services,and tourism consumption,which are consistent.2.In the aspect of emotional dimension,the emotional dimensions of perceived image and projected image are both "pleasant","exciting","relaxed" and "excited".The contents of both are consistent.They are mainly positive emotions,both of which have the largest proportion of "pleasant" emotions and the smallest proportion of "relaxed" emotions.3.In terms of the overall image,through the comparative study of the two,it is found that there are some differences between the two.The main difference is that destination managers and marketing organizations want to create a romantic music city and a seasonal tourism city with diversified tourism products;In the perception of tourists,Harbin is a cold ice and snow city with a warm and leisure atmosphere,and the urban traffic needs to be improved.The "identity" of the two is that Harbin is a food city full of exotic customs and good reception service,and has rich ice and snow tourism resources and natural landscape.4.The reasons for the above differences may be the dynamic terrain image of the tourism destination,the deviation in the process of tourism image transmission,the deviation between the tourist experience and the projection target,and the difference in the preferences of the perception subject.After merging the similar influencing factors,it is identified that the "misplaced" influencing factors of the two can be roughly divided into three categories: first,tourist destination factors;Second,tourist factor;The third is the external communication channel factor of tourist destination image.5.In view of the causes of the differences,propose the ways to bridge the perceived image and projected image of Harbin tourism: first,promote the deep integration of the "cultural tourism+" industry and enhance the city’s attractiveness;Second,create characteristic tourism products to promote balanced and coordinated development of tourism resources;Third,create a cultural and tourism super IP and a tourism brand image of Harbin;Fourth,strengthen the intelligent construction and optimize the service level of the tourism industry;Fifth,innovate tourism image marketing means and strengthen tourism image monitoring.