A Study On The Image Of Rural Tourism Destination Based On Visitor Gazing

"Gazing" refers to an invisible and abstract force exerted by the subject on the object through gaze projection,symbolizing a power relationship."Visitor gaze" is a collection activity of tourist destination images conducted by tourists’ gaze behavior on the way to travel.Tourist destination images are the result of tourists’ gaze.The power relationship generated by "gaze" promotes the screening and strengthening of tourist destination images,and thereby promotes corresponding changes and improvements in tourist destinations.Tourists’ gaze preferences will affect their gaze choices for specific tourist destination images,as well as their gaze frequency for specific tourist destination images.Based on tourists’ gaze and gaze preferences,deconstruct the image of rural tourism destinations and explore strategies for image enhancement,enrich the overall image of rural tourism destinations,provide ideas for promoting the sustainable development of rural tourism,and provide references for the development of traditional rural tourism destinations of the same type.This study takes Xidi Ancient Village Scenic Area as the research object,takes user review data from online tourism platforms as samples,and uses grounded theoretical research methods to construct a "rural tourism destination image system";The analysis of tourists’ gaze preference is conducted from both online and offline perspectives: using a questionnaire survey method and based on the system design,a questionnaire is issued to test the reliability and validity of the questionnaire,descriptive statistical analysis of the questionnaire data,IPA analysis,group characteristics and gaze preference analysis,as well as overall evaluation analysis of tourists,to explore tourists’ gaze preference;Using text analysis methods,high-frequency word analysis,semantic network analysis,and emotional analysis are applied to online review texts to analyze tourists’ gaze preferences.The research results show that:(1)Xidi Village’s "rural tourism destination image system" can be divided into two dimensions: cognitive image and emotional image,subdivided into eight categories: architectural landscape image,natural landscape image,social landscape image,historical and cultural image,product and food image,tourism service image,positive emotional image and negative emotional image;(2)The image of rural tourism destination in Xidi Village conforms to the "core edge" structural distribution characteristics,in which the architectural landscape image is the core image of Xidi Village;(3)Tourists have a good emotional evaluation of Xidi Village tourism,but there are still a few negative emotions;(4)Water area,accommodation,ticket system and other image tourists have high expectations of staring preferences,but the actual performance is not ideal,which needs to be focused on,repaired and improved.In view of the existing problems and tourists’ gaze preference,suggestions are given to improve the image of Xidi Village’s rural tourism destination from the perspectives of protection and development,cultural revitalization,product optimization,reasonable pricing and differential development.