Research On Deviation Between Tourism Image And Tourists’ Perception Based On Context Analysis

At present,the tourism industry has entered the image-driven stage after experiencing the stages of resource-driven,product-driven and market-driven.Shaping a unique tourism destination image is the key to stand out from the problem of tourism homogeneity.A tourist destination with a high-quality tourism image can enhance the willingness of tourists to travel,and it is of great significance to the long-term development of the tourist destination.Tourism image has always been one of the main fields of competition among tourism destinations,and the study of tourism image bias has become one of the ways for tourism destinations to improve their competitiveness.Under the "cognitive affective" theory and the innovation diffusion theory,this paper takes Chengdu as the research object,starting with the data resources of official propaganda texts and tourists’ online travel notes to explores the characteristics、differences、perceived image and projected image of Chengdu.After that,it explores reasons of deviation and proposes the optimization strategies of Chengdu tourism image,with the content analysis method as the main analysis method,the literature data collection method 、 quantitative analysis and model construction method as the auxiliary methods.First,this paper explores the characteristics of Chengdu’s projected image and perceived image from the subject image and emotional image based on the text data released by officials and tourists.In terms of projected image,13sub-categories are drawn into 5 main categories.The emotional image is positive and positive.In terms of perceived image,10 sub-categories are summarized into 6main categories.The overall emotional image is positive.However,there is still a small amount of negative perception in traffic,fares and services.Second,it analyzes the deviation of the tourism image and establishes a structural model of the deviation influencing factors by comparing the perceived image and projected image.The main reasons for the differences between the two images include expectation difference and perceived time difference between officials and tourists,the dynamics of tourism resource development,cognitive bias and reception bias in the process of tourism image dissemination.At last,based on the above conclusions,a targeted optimization strategy is proposed.