Tianjin Fifth Avenue Historical And Cultural Block Tourism A Comparative Study Of Perceived Image And Projected Image

It is becoming increasingly common for tourists to search for relevant information about tourist destinations and other tourists’ comments and online travel notes through professional tourism websites on the Internet.A large amount of online text information plays a crucial role in tourists’ willingness to visit tourist destinations,and it is also important for scenic area managers of tourist destinations to know what tourists want and like,Thus,improving the tourism image of tourism destinations has a direct impact on oneself.This article takes the historical and cultural district of Fifth Avenue as an example,and based on a review of relevant materials and domestic and foreign literature,it deeply understands and analyzes the current situation of Fifth Avenue historical and cultural district,and proposes the necessity and feasibility of using online text analysis to study the perception of tourism image tourists.By comparing the perception of tourism destination terrain images and official projected images,the data source of this article is to search for relevant online reviews and travel notes of tourists.The text data is obtained through a combination of "Octopus" data grabbing software and manual text acquisition.Through the use of ROST CM6.0 software and content analysis method,the text data is processed through word segmentation,high-frequency vocabulary statistics,emotional analysis,and other methods,Thus,the cognitive image,perceived image,and overall image of tourists in the Five Avenue Tourist Area can be obtained.By comparing the cognitive image of tourists with the official projected image,analyzing the differences and identifying the reasons for the differences,the advantages and disadvantages of the current scenic area are analyzed from several major categories: location zoning,tourist attractions,tourism facilities and scenic area services,and tourism matters.Suggestions and strategies for improving the historical and cultural district of the Fifth Avenue are proposed.According to the analysis of the collected data,we can get the following conclusions:(1)Humanistic landscape is the most profound category of tourists’ cognitive image in the Five Avenue Historical and Cultural Block,but tourists’ cognitive image and perception image in natural landscape and food and accommodation is relatively low and not deep,and there are relatively few records in online reviews and text travel notes.(2)Tourists have a positive and strong emotional perception towards the emotional image of the Five Avenue Historical and Cultural District,and there are also negative and negative emotional evaluations.However,such evaluations account for a relatively low proportion and the emotions are not strong;Through the analysis of online text content,it can be found that tourists are willing to recommend others to visit the historical and cultural blocks of Fifth Avenue.(3)Through the analysis of official push articles and online text data of tourists,it is found that there is a high degree of consistency in the cultural landscape and overall impression of the Five Avenue Historical and Cultural District.However,it is also found that there are differences between the official projected image and the perceived image of tourists,and there is a phenomenon of "misalignment" in some aspects.Tourism management departments should pay attention to this.(4)In order to further enhance the perceived image of tourists in the Five Avenue Historical and Cultural District,this article proposes some suggestions.On the basis of retaining existing advantages,the characteristics of the Five Avenue Historical and Cultural District can be further improved,thereby enhancing the core competitiveness of the Five Avenue Historical and Cultural District.