A Comparative Study Of Domestic And Foreign Tourists' Perception Of Tourism Image In Shanghai Based On Content Analysis

Urban tourism image is the soul of urban tourism development, can largely affect the buying decision of tourists, is the important tool of urban to achieve competitive advantage from tourism market, it is also a key factors of the urban tourism marketing which can can effective the implementation. The perception of urban tourism image is a link between tourists and tourism destination, both influence the tourists or potential tourists’ tourism motivation, tourism decision making, the feeling of the service quality and satisfaction, and affect the pattern of urban tourism development strategy formulation and adjustment of dislocation, tourism promotion and development, so the urban tourism image perception research is particularly important. As an international metropolis, Shanghai attracts a large number of domestic and foreign tourists every year, compared with other domestic tourist city, Shanghai’s tourism industry is a representative sample, the number of tourism image research of Shanghai is huge, but the number of research on Shanghai’s tourism perceived image is relatively small,and it is necessary to change the research methods.In the web2.0 time of the Internet, the network become a new kind of communication platform, more and more tourists want to share their real tourism experience online, in the network the information is collected for analysis of tourists to the perceived image of the city will become more real. In addition, with the development of computer technology and the application of data mining technology, getting tourists perception of imagination through the network is possible.Therefore, this article adopts content analysis method, to establish the perception analyses category of this paper,on the basis of a summary of predecessors’ research results; By using sentiment analysis technology, the network travels is analyzed, it is concluded that the differences between domestic and foreign tourists about Shanghai’s perception of tourism image: domestic and foreign tourists have different preference about perception of Shanghai, domestic tourists prefer Shanghai rich historical and cultural heritage and the life of modern city, and foreign tourists prefer Shanghai’s beautiful city landscape and unique humanistic amorous feelings; Domestic and foreign tourists both have a positive emotional tendencies about Shanghai; The proportion of positive emotional tendencies of foreign tourists is greater than the domestic tourists, but the intensity is not as good as domestic tourists; Domestic tourists revisit intention is stronger, foreign tourists also have relatively strong revisit intention. According to different perception of the preference of tourists at home and abroad, the author put forward the different marketing suggestion;and puts forward suggestions for improvement,according to the negative perception of tourists both home and abroad.