Abstract: The tourism destination image is constructed by projection image and perception image. It is of great significance to analyze the difference between projection image and perception image of intangible cultural heritage tourism destination for improving the image of intangible cultural heritage tourism destination and promoting the quality and efficiency of intangible cultural heritage tourism. Taking Suzhou city as a case study, which was rich in intangible cultural heritage, the study explored the differences between the projection image and perception image of intangible cultural heritage tourism destination with the help of Rost CM 6 software. The results showed that,① the projection image and perception image of intangible cultural heritage tourism destination include intangible cultural heritage culture, intangible cultural heritage tourism space, intangible cultural heritage tourism experience, cultural atmosphere and infrastructure. Compared with the perception image, the projection image pay more attention to intangible cultural heritage tourism experience and cultural atmosphere, but less attention to infrastructure; ② both the projection image and perception image took the local intangible cultural heritage culture as the core, but there were differences in the content composition of the sub core and the edge layer; ③ in addition, landscape and infrastructure were the main factors causing tourists′ positive emotions, and tourists′ negative emotions were concentrated on the tourism environment; ④ the main reason for the difference was that the demand of suppliers and tourists was different, and the information of both sides was asymmetric.

Key words: intangible cultural heritage tourism destination, content analysis method, projection image, perceptual image, Suzhou city