A Comparative Study on the Image Construction of Official Media Gourmet Tourism Destinations and Tourists' Perceived Value Based on Cue Utilization Theory

The publicity and introduction of official media has an important influence on the image building of gourmet tourism destinations, and tourists' perceived value can better reflect the actual experience of tourists' destination image. Taking Nanjing as an example, through the empirical analysis of the official public account tweets and tourist guide texts on the we-media platform, and based on the clue utilization theory, a comparative study is carried out. It can be found that the image of the food tourism destination created by the official media has a high degree of compatibility with tourists' perception. However, there are still image differences in terms of the coverage of food tourists, specific food varieties, food gathering and distribution areas, and catering outlets. Therefore, suggestions for optimizing the image building of food tourism destinations can be put forward from the perspectives of strengthening the shaping of regional characteristics of food tourism destinations, enriching the diversified and effective supply of food tourism products, matching consumers' demand for food tourism products in different regions, and building an effective docking mechanism between official media publicity and tourists' perception.