Measuring and Evaluating Linear Cultural Heritage Tourism Image Gaps:A Comparative Analysis of Projected Image and Perceived Image
Tourism image measurement and evaluation is a basis for promoting tourism utilization of linear cultural heritages.Taking the Grand Canal(Beijing section)as an example,based on the official promotional texts and tourist comments online,this paper used the grounded theory and the textual compositional distance analysis method to construct a conceptual model of tourism image and quantitatively evaluated the gaps and consistencies between the official projected image and tourist perceived image in the old city section and the Tongzhou section.The results show that the tourism image of the Grand Canal(Beijing section)covers five dimensions:Linearity,landscape,culture,service and sociability,which permeate with each other to form the overall image.Among them,linearity includes three categories:Node function,the Great Canal visual corridor and linear experience.Landscape image includes two categories:natural landscape and human landscape.Under the culture image,there are three categories:Cultural memory,history and culture,and folk customs.In terms of service image,it can be divided into five categories:Public facilities,supporting services,scenic area management,information services and tourism atmosphere.For sociability,it comprises three categories:Gains and experience,meeting with other people and emotional association.Second,there are gaps between projected and perceived images under different dimensions and categories,either in the same section or in different sections.The distance of text components of some categories is greater than the overall dimension to which they belong,revealing an obvious dislocation of subsidiary dimensions.Third,the situation of the old city section and the Tongzhou section is similar:The gap in projected images of the two sections is the biggest,followed by that in perceived images of the two sections,and the smallest one between projected and perceived images within the same section.Given the current situation,in the old city section,priority should be given to reducing the deviation between the projected and perceived images in linearity,culture and service dimensions.While in the Tongzhou section,work needs to be done to reduce the same deviation in linearity and service dimensions.In addition,the old city section and Tongzhou section should strive to tap into their own resources and create brands with characteristics in the sociability area,to shape a differentiated brand image.The findings of this paper are of practical significance to the building of the Grand Canal national cultural park and defining symbols of Chinese culture.It also offers theoretical and scientific support for the protection and activation of linear cultural heritages.The conceptual model of the tourism image of the Grand Canal(Beijing section)constructed in this paper clearly defines the contents and logical relationship of the tourism image represented by online texts,systematically deepens the understanding of the laws underlying linear cultural heritage tourism image,and improves the theoretical system of tourism destination image.Furthermore,this paper actively explores the quantitative measurement method of tourism image deviation by adopting a multidisciplinary approach,provides an effective and feasible research paradigm for tracking tourism image deviation problems through materializing the abstract tourism image,and effectively identifies the law of linear cultural heritage tourism image deviation.
linear cultural heritagetourism image evaluationprojected imageperceived imagethe Grand Canal
NETL
NSTL
万方数据
