沙漠旅游目的地投射与感知形象偏差分析及优化路径OA

Destination image is a core variable influencing potential tourists'decision-making,but existing research has paid limited attention to desert tourism destinations.To reveal the image characteristics of desert tourism destinations,this paper takes Yulong Shahu as an example.Based on destination image perception theory,content analysis and social network analysis are adopted to construct a comparative analytical framework of tourism destination"projection-perception"image,and to explore image deviations of desert tourism destinations.The results show that:①The projection and perception images differ in varying degrees across dimensions A relatively high consistency is observed in tourism resources and activities,while significant differences exist in management and services,and tourists'perception.Official promotion focuses on service publicity,whereas tourists pay more attention to fairness and cost performance.②Affective structure analysis indicates that tourists'positive emotions mainly stem from the unique natural resource endowment and diverse tourism activities of Yulong Shahu,while negative emotions concentrate on ticket price disputes and aesthetic fatigue caused by landscape homogeneity.③Social network analysis reveals that both sides share stable consensus on first-level core words.Among second-level and third-level associated words,the official side emphasizes cultural and service construction,while tourists focus more on natural landscape experience and cost performance.In response to the findings,a two-dimensional four-quadrant strategy matrix is established and practical suggestions are proposed.This paper examines the issue of"projection-perception"image deviation within the unique context of desert tourism destinations,expands the extension of relevant research,and provides a reference for image construction and sustainable development of similar tourism destinations.