Red Tourism Destination Perception Image Based On Web Text Analysis And A Comparative Study Of Projected Images

With the advent of the era of experience economy,the tourism market has entered a stage dominated by image consumption.In tourism activities,people not only pay attention to the quality of tourism products and services,but also pay more attention to sensory,emotional,spiritual and other aspects of pleasure and satisfaction.With the popularity of mobile Internet and the rise of new media,tourists can freely make comments online,which also promotes the image of tourist destinations to some extent.Therefore,studying the image perception of tourist destinations not only helps improve the image of tourist destinations,but also provides tourists with better travel experience.Taking Jinggangshan as an example,this paper uses user comments on domestic tourism social networking sites and official websites as data sources.Based on the "cognitive-emotion" model and text analysis method,it firstly studies tourists’ perceived image of the red tourism destination and the official projected image of the tourism destination respectively from three aspects: cognitive image,emotional image and overall image.Then compare the difference between the tourists’ perceived image and the official projected image,analyze the reasons for the difference,and finally put forward the corresponding improvement measures and suggestions for the tourist destination.The main research conclusions include:(1)In terms of cognitive image,Jinggangshan tourist destination image in the Internet context consists of tourism facilities and services,tourism attractions,culture and connotation,tourism environment and atmosphere,tourism activities and publicity,and brand construction and management.There are some similarities and differences between the official projected image and the tourists’ perceived image.The focus of official publicity is the breadth and comprehensiveness of the content,while tourists’ perception pays more attention to the details and experience in the travel process.In addition,the fitting curves of the high frequency words of the official projected image and the tourist perceived image show a power function distribution,with an obvious "long tail" distribution.(2)In terms of emotional image,the emotional image of tourists’ perceived image and official projected image is biased positive,both of which have the highest proportion of positive emotion.The negative evaluation of tourists’ perceived image mainly focuses on tourists’ dissatisfaction with the order of the tourism market,which is manifested in various bad tourism facilities and services,such as unreasonable ticket design,seasonal price increase,black shops,black cars,and black tour guides.In the projected image,the negative emotions are mainly the official crackdown on unreasonable destination determination,rip-off and uncivilized behaviors of tourists who scrawl graffiti and litter.(3)In terms of the overall image,in the semantic co-occurrence network graph,tourists’ perceived image is closer than the official projected image,and Jinggangshan tourists’ perceived image has more influential nodes.The official projected image of Jinggangshan tourism destination forms a vocabulary co-occurrence network with "Jinggangshan" as the core,"tourism" as the secondary core,and "history" and "culture" as the important nodes.The tourist perception image of Jinggangshan tourist destination forms a layout with "Jinggangshan" as the main center,"Revolution" and "Red" as the secondary center,and "scenic spots","Longtan","Yellow Ocean Boundary" and "Ziping" as the important nodes.(4)In terms of overall image emotion value,both projected image and perceived image convey positive emotions on the whole.The overall image of projected image of red tourism is mainly red tourism destinations with beautiful environment,rich human resources,perfect facilities,high historical and cultural value,strong red educational significance,rich activities,strong attraction,simple folk customs and Hakka customs.Tourists’ overall image of red tourism destinations is mainly the red tourism destinations with beautiful environment,strong educational significance,high historical and cultural value,strong appeal and complete scenic facilities.According to the above analysis results,this paper proposes the following solutions to the problems existing in Jinggangshan: enrich the tourism experience activities;Developing multiple image marketing methods;Strengthen the emotional attraction of tourism image;Innovation and brand building;We will standardize the order of the tourism market.It is hoped that the above countermeasures can help the development of red tourism destinations.