建设粤港澳大湾区世界级旅游区目标要求珠海积极提升珠海旅游形象水平以参与国际化竞争。该研究采用问卷调查法，对游客和居民两类人群关于珠海旅游形象、认知形象和情感形象感知水平和感知偏差开展调查，发现游客和居民关于珠海的整体旅游形象不存在显著差异，关于珠海认知形象的“发展不足”和“不安全”两个方面存在显著的感知偏差，在珠海情感形象的“沮丧”方面存在显著的感知偏差。通过对两类人群感知偏差和珠海旅游形象的“短板”进行分析，本文提出提升旅游形象和减少感知偏差的针对性措施和传播策略。
To make the Guangdong-Hong Kong-Macao Greater Bay Area a world-class tourism region，Zhuhai is required to play a more active part by enhancing its tourism image and participating in the related international competition.The research is based on a questionnaire survey targeted for two groups of people respectively，visitors and residents，to examine their perception of Zhuhai's tourism image，cognitive image and affective image.It is discovered that there is no significant difference between the two groups of people in terms of their perception of the overall tourism image but there are significant differences in terms of cognitive image when they were shown the key words “Underdeveloped” and “Not safe”，and in terms of affective image when they responded to the key word “Gloomy”.By analyzing the causes of the differences and the weakness of Zhuhai's tourism image，the paper gives some measures and communication strategies to improve the city's tourism image and narrow the perception gap.
