A Comparative Analysis of Tourism Projection Image and Perception Image in Xinzhou Ancient City

Abstract

Xinzhou Ancient City, located in the middle of Shanxi Province, is one of the well-preserved ancient towns in northern China, carrying rich historical and cultural resources. With the continuous development of domestic tourism market, the tourism value of historical and cultural cities has become more and more prominent, and Xinzhou Ancient City has gradually become an important tourist destination. In the process of tourism development, the construction of projected image and the formation of tourists’ perceived image are important factors that affect the attraction of tourist destination. It is found that there are some differences between the projected image of Xinzhou Ancient City and its perceived image in the aspects of historical and cultural transmission, service facility expectation and tourists’ emotional experience. In order to narrow this gap, it is suggested to optimize the overall tourism image of the ancient city and enhance tourists’ satisfaction and brand loyalty by enriching cultural display, improving service quality and enhancing tourists’ interactive experience.