Research on the Destination Image Mislocation and Regulation Based on Social Schema Theory—A Case Study on Ding Zhen Phenomenon
The tourism destination image(DI)plays a significant role in both the sustainable development of a destination and the decision-making and behavior of tourists.However,this DI is susceptible to influence from stereotypical perceptions,subjective cognition,and other factors,leading to a discrepancy between people's perception of a destination and its actual reality,if the perceived image symbols are related to the other destinations,it would ultimately resulting in image mislocation(IML).Despite the prevalence of this phenomenon in reality,scholars have given it relatively little attention,while the investigation of the formation and evolution of IML holds significant theoretical and practical implications.Consequently,this article initiates its inquiry by examining how Sichuan's handsome boy,Ding Zhen,make Xizang a hot tourism destination.The objective is to delve into the underlying IML associated with the Ding Zhen incident and its regulatory mechanisms.To achieve this,the study utilizes the content analysis method,schema analysis method,and species diversity evaluation method to conduct a comprehensive analysis of microblog user comments,both pre and post regulation.The study identifies four conclusions.Firstly,IML is influenced by stereotypical images and governed by cognitive principles.When the actual image mismatches from the stereotypical image,IML arises.Secondly,the incorporation of external information plays a crucial role in the regulation of IML,as the introduction of novel information has the potential to disrupt existing schemata and foster the development of new ones.Thirdly,social media platforms have the capacity to amplify the impact of IML regulation.The widespread utilization of social media has facilitated the dissemination of information on a broader scale,thereby enhancing the effectiveness of regulation.Nevertheless,it is important to acknowledge that social media itself can also serve as a direct catalyst for IML,as exemplified.Fourthly,the components and structures that are distantly associated with image symbols exhibit a higher degree of malleability,whereas the components that are closely linked possess restricted regulatory influences.Consequently,this investigation contributes to the existing body of knowledge in several ways.Primarily,it introduces the novel notion of IML,elucidates its manifestation and underlying factors,and emphasizes the significance of IML among scholars.Subsequently,the data was subjected to schema analysis and species diversity evaluation methods.This study presents a comprehensive analysis of previous schema image analysis methods,while also incorporating the assimilation-accommodation theory into the process of DI regulation.Additionally,the study enriches the application of the species diversity evaluation method.Furthermore,the evaluation and summary of the regulation effect of IML offer valuable insights for promptly correcting any mislocation,thereby holding practical significance in regulating stereotypical images and facilitating effective tourism marketing.
tourism imageimage mislocationstereotypical imagesocial schema theory
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