Strategies of Tourist Destination Image Building Based on Cultural Symbols

Based on literature review of tourist destination image perception and semeiology, the authors of this paper analyze the mechanism of tourism destination image shaping from the perspective of cultural semiotics. By taking Tianjin as an example, the interviews method and the Metaphor Elicitation Technique were used to extract various symbols representing Tianjin tourist image. Through building and spreading the cultural symbol system of Tianjin, the authors put forward several suggestions to promote tourism planning and enhance the image of Tianjin as a tourism destination.