A Comparative Study On Perceived Image And Projected Image Of Yantai Tourist Destination

For the tourist destination,the image of the tourist destination is an important invisible business card,and giving full play to the role of this invisible business card can make the tourist destination tourism get a good development;For tourists,an attractive tourist destination image can arouse their desire more,and satisfactory travel experience will make tourists have the desire to visit again and recommend.Therefore,creating a good tourism destination image can improve the competitiveness of tourism destinations in the market,and the process of tourism destination image building requires not only the successful positioning and publicity of tourism stakeholders,but also the real experience feedback perceived by tourists.This paper takes the perceived image and projected image as the starting point of the research perspective.Through the three-level coding analysis method of grounded theory and the data support of online publicity materials and travel notes,the perceived image and projected image of Yantai are compared and analyzed in three aspects: cognitive image,emotional image and overall image,and then the differences and influencing factors between the two are summarized.Finally,it puts forward some strategies to build a better image of Yantai tourism.Through the research,it is found that in the aspect of perceived image,the cognitive image is firstly analyzed by open coding and spindle coding,and then the 17 categories are further selected coding analysis.Finally,7 main categories are summarized.They are overall cognition,tourism attraction,tourism infrastructure,tourism environment and atmosphere,tourism experience activities,activity events and performances,and tourism consumption and service.In the emotional image,the expression of tourists is mostly positive;The overall image of Yantai can be roughly summarized as: coastal city,mountain and sea fairyland city,historical and cultural city,leisure and entertainment city,city with good reception service,livable resort,high level of direct consumption and transportation system to be improved.In the aspect of image projection,the 20 categories are further coded processing,and finally 7 main categories are summarized,which are tourism attractions,tourism environment and atmosphere,tourism facilities and services,tourism information services,tourism experience activities,festival activities and performances,and overall cognition.The expression of emotional image is positive;Tourism destination managers promote the overall image of Yantai city tourism as: coastal city,mountain and sea fairyland city,historical and cultural city,leisure and entertainment city,livable resort,sports city,modern charm city,civilized and harmonious city,high quality of tourism service,perfect infrastructure,diversified tourism image and modern tourism information service city.Then the perceived image and projected image are compared and analyzed from three aspects: cognitive structure,emotional expression and overall image.The comparison results show that the difference between perceived image and projected image is quite obvious.Tourism destination managers try to promote a modern Yantai with rich tourism resources,cultural charm and romance,while Yantai is a beautiful coastal city with mountain and sea fairyland perceived by tourists through personal experience.Finally,the factors that affect the difference between perceived image and projected image are summarized as follows: the influence of the communication channels of tourist destination image;The lag between projected image and perceived image;The difference of the perception subject;The perfection of tourism facilities.According to the difference factors obtained from the analysis,the strategies to further improve Yantai’s tourism image are put forward from four aspects: tourism image communication;Urban image management;Destination tourism products;Tourism infrastructure services.