Destination image is constructed and managed by destination marketing organizations. However, with the developments of Web 2.0 applications and the popularity of travel photography, tourists have been presented with previously unimaginable opportunities to communicate destination tourism information, becoming one of the most important subject of destination image representation. Taking Shaolin Temple as a case, the pictures from the ShaoLin Temple official websites and social websites are collected, and these two groups of photos are compared with NVivo10 qualitative analysis，co-occurrence network methods and chi-square test. It was found that there are significant differences between tourism destination images constructed and represented by official websites and the images perceived and represented by tourists. The official images tend to show beautiful ecological environment and monks′ life of Shaolin Temple, whereas tourist images appear to represent the landscape of Sanhuang Village, and background scene is rare in photos from tourists. Discourse analysis is used to explore the diverse meaning of these pictures, hoping to contribute to the further development of cross-disciplinary discourse.

tourism picture; visual representation; destination tourism image; NVivo; co-occurrence network在旅游地营销发展中，形象营销一直是目的地营销组织工作的重点。随着互联网和信息技术的发展，网络信息成为影响旅游者对旅游地形象感知的重要力量\[1-2\]。微信、微博等自媒体，虚拟社区、社交网站等网络平台的发展，不仅改变了旅游者获取旅游信息的方式，而且提高了游客的信息传播能力并主动参与旅游地形象的塑造。当今，旅游者不仅是旅游地形象的感知者，更是旅游地形象的投射者，旅游者对旅游信息传播所形成的网络口碑效应\[3\]给目的地营销工作带来极大挑战。因此，目的地营销组织有必要了解旅游者对旅游地形象感知的主要特征，以及旅游者的感知形象与目的地组织发射形象之间是否存在差异，从而采取相应措施提升营销效果。