Study On The Measuerment System Based On The Tourism Image Of Micro-Blog Media

Tourism image is regarded as the core competitiveness of the tourism industry development, also, it has become the focus of attention of the relevant departments and enterprises. Micro-blog as the new media of modern information, has become one of the important means of tourism image communication. Based on the tourism practice in the micro-blog has been achieved, as well as micro-blog spread unlimited potential for development in the future on the road, it is necessary to study the measurement of tourism image in micro-blog medium for getting the dissemination effect of tourism image.This paper selected the Tourism Bureau official micro-blog as research platform, discussed the problem of tourism image in micro-blog, provided ideas for the tourism destination image building in the micro-blog operation.This paper combines the existing tourism image researches and the mental image theory in Communication discipline, pointed out the existence of "pseudo-environment" in micro-blog media, and affects the image of tourism destination. Based on this, this paper analysised the tourism image of micro-blog in-depth and pointed out three kind of situations in the tourism image in micro-blog:the main business of micro-blog expected to construct the "pseudo-environment" of tourism destination, the micro-blog master constructs the actual "pseudo-environment" of tourist destination, fans formed the head picture on the basis of the actul "pseudo-environment" which constructed by the micro-blog master. In view of the above three kinds of circumstances, this paper advanced to divided tourism image in turn into the intentional image, micro-blog emission image and fans accepted image. Normally, the intention image is a slogan of tourism destination image, the micro-blog emission image and fans accepted image is coming through the extraction of micro-blog posts and blog content in the comments. In order to accurately understand the micro-blog emission image and fans accepted image, this paper measured from two aspects of image theme and emotional tendency. Content analysis is adopted to measure theme, using emotional tendency analytic method to measure the emotional tendency. At last, comparisoning the consistency among intentional image, micro-blog emission image and fans accepted image to evaluate the tourism destination image.Through the research on the measurement system of tourism image in micro-blog media, the author choiced the tourism image of Guangxi Tourism Bureau official on Sina micro-blog as an empirical study. The study found that: the intentional image is that "Beautiful Scenery in Guangxi", it was intends to shape the image through the following several information about Nanning, Guilin, food, travel guide, tourist routes, Beibu Gulf and so on. The micro-blog emission image is that "Guangxi has the beautiful natural sceneryt in Guilin and Yangshuo, has features food in Nanning, is a travel destination for leisure". The fans accepted image is "Guilin, Nanning and Liuzhou has been accepted by the public, the food culture of Guangxi also has win support among the people, especially the Guilin rice noodles, Nanning old powder and Liuzhou snail powder, but the safety of some special food has caused some question". By comparison, consistency is existed in intention image, micro-blog emission image and fans accepted image have image consistency, differences are so. Consistency is shown in three aspects:Guilin, Nanning and food, and the other aspects showed the obvious differences. On the basis of the difference, the author puts forward the following countermeasures for Optimizing the Guangxi tourism image in the Guangxi Tourism Bureau official micro-blog on Sina:To improve the pertinence of the theme in image, reduce the image deviation of different image; strengthen the "gatekeeper" role, guiding the emotional resonance; to establish the "Measurement-Optimization-Design" dynamic mechanism, ensuring the healthy development of tourism image.