Research on the strategy of enhancing the perception of Foshan rural tourism image from the perspective of rural revitalization
ZOU Yige
DENG Zhuozhen
XIA Lingling
Abstract：Rural tourism serves as a pivotal implementation pathway for the rural revitalization strategy.Rural tourism in Foshan boasts both resource advantages and issues that urgently need improvement.The image of tourism destinations exerts a significant influence on tourists'perceptions,preferences,and behavioral decisions.The study selected a total of 41 popular villages within the"Hundred Miles of Splendor Rural Demonstration Belt"in Foshan as the research case sites.Employing the cognition-emotion model and leveraging the ROST CM6,the study aims to investigate visitors'perceptions of cognitive image,emotional image,and overall image of these rural areas.The findings indicated predominantly positive perceptions among visitors regarding Foshan's rural tourism image,with"architecture"and"environment"being the most profound impressions.However,negative perceptions stem from aspects such as travel experiences and service facilities.Building upon these insights and interviews with tourists and villagers,recommendations are made to create the essence of culture,build a diversified multimedia matrix,deepen integration between production and villages,and increase tourism environment resilience to enrich the image construction of Foshan rural tourism and rural revitalization.
Keywords：cognition-emotion theoryFoshan rural tourismimage perception
Publication Date：2025-03-15
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：8( 93-100 )