Abstract:

The fundamental purpose of heritage protection is to inherit the spiritual heritage and human civilization. Therefore, heritage authenticity includes the protection of the original material and its cultural connotation and aesthetic meaning of the original truth. While in heritage protection, conservation of heritage destination image authenticity is the historical mission of heritage tourism, which contributes a lot to the heritage perpetuation, to the civilization extension, and to the common development of heritage cause and traveling industry. Therefore, how to disseminate heritage tourism destination images have become the key in the study on heritage tourism destination images. Heritage tourism is a heritage and tourism "cross" product. Conflicts between heritage and tourism values have long existed in heritage tourism, which breeds heritage management challenges and tourism development difficulties. Heritage tourism destination images, an interactive bridge between heritage tourists and heritage destination, have important theoretical and practical values. This article takes Suzhou Gardens (Humble Administrator's Garden and Lion Grove Gardon) as study cases to make a profound study on cultural heritage tourism destination images. It aims at exploring the diffusion process of cultural heritage tourism destination images, perfecting cultural heritage tourism destination image diffusion theories and providing new perceptions in its information dissemination. By taking the three-dimensioned coupling structure of tourist destination images theory as the basis in the full-text and by drawing on the theoretical ideas of modern information dissemination, a bridge is thus laid between the image evaluation and the dissemination of tourism image. The the efficient image dissemination of cultural heritage tourism destination enables the actual users (i.e., tourists or potential tourists) to reach the image information accurately, further to reduce image producing costs and improve tourists traveling experience. This article makes a survey of about 10×10⁴ samples to study the image distribution patterns of the cultural heritage tourist attractions in Jiangsu Province, to explore the two types of cultural heritage tourism image diffusion laws of the case sites, and to advance the heritage tourism destination image circle model and the gravity model. Accordingly, based on the different geographical locations, it divides the overall tourists engaged in cultural heritage tourism destination image dissemination into the external group, the intermediate group, interior group and core group. As a result, through targeted media integration and content integration, it tends to fully bridge up the information gap of the cultural heritage tourism destination images among different tourist groups.

Key words: culture, heritage, tourism, image, diffusion, identity