The Image of Cruise Tourism is Dislocated and Regulated from the Perspective of Tourism Gaze Based on the Differentiation and Harmony of OGC and TGC Images

Abstract

Tourist gaze is an interactive two-way behavior of observation and experience. From this theoretical perspective, based on the coding analysis of occupation-generated content (OGC) and tourist-generated content (TGC), this paper studies the differentiation and harmony of cruise ships in the South China Sea, explores their image dislocation and proposes regulatory measures. The results show that in the emotional dimension, positive emotions are the main proportion of the two evaluations, showing a trend of positive> neutral > negative. In terms of the objects of concern, both can be divided into five dimensions: cruise services, cruise companies, cruise products, shore tourism and operation management. In terms of image dislocation, firstly, in terms of advertorial vocabulary, OGC tends to standardize objective presentations, and the richness and emotional color of words are weak; Secondly, in terms of focusing on dimensions, OGC pays more attention to showing the high-quality tourism resources and feelings of family and country of Nanhai Cruises, and the communication content is more diversified and the communication structure is more stable. TGC is more inclined to show the main role of "people" in the process of conveying the cruise tourism experience in the South China Sea, focusing on cruise catering, cruise accommodation, cruise service and operation management. Finally, combined with the IPA model, relevant control measures are put forward for the image dislocation of cruise ships in the South China Sea from four aspects: the continuation area, the oversupply area, the opportunity development area and the key improvement area.