Study On Coastal Tourism Apperceiving Image Measurement Based On Online Travels

With the expansion of tourism competition and the development of the levels ofcompetition, the number of tourism resources in the traditional sense is no longer theonly criterion of the evaluation of tourism products and the only basis of the tourismplanning. Tourism image has gradually become the key to the market competition andsustainable development of the tourism destination. Tourism image research has beenthe focus of theoretical studies both at home and abroad. The studies on themeasurement of tourism apperceiving image has especially been one of the hottestresearch topics.Despite the fact that significant progresses have been made in the research oftourism image measurement in China, there are still many problems: too manyqualitative researches, less quantitative research, single research methods and narrowresearch perspective. Lacking in reasonable measuring modes and over dependence onplace analysis is one of the most significant bottlenecks of tourist destination imagemeasurement in China. In order to further enhance the scientific, practical and relevantvalues of the tourism image measurement; this paper regards the measurement systemin the field of natural sciences as the guide to construct a tourism apperceiving imagemeasurement system, which composed of measured object, measured content, measuredand numbers or symbols. This measurement system adopts the knowledge and theory ofbiology, metrology, linguistics and other disciplines. Besides, the innovative uses of themeasurement, such as languages structure, vocabulary distribution and diversity, enrichthe tourism image measurement methods and measurement content. Finally, this papertakes the case of Qingdao, a coastal destination, to carry out empirical research.This paper is divided into three parts. The first part is an introduction to clarify thestudy background, its significance, research methods and the review of relatedresearches. It also gives a definition and introduction of the concept and theoreticalmodel of perceptive image measurement. The second part is the construction of thetourism apperceiving image measurement system. Adopting the knowledge and researchmethods of biology, metrology, linguistics and other disciplines, this part exposits themeasurement system and introduces measured object, measured content, measured and numbers or symbols in detail. The third part is the empirical study. The study adoptsQingdao as a case to test the measurement system and the related techniques. Based oncontent analysis of online travels, this part makes the qualitative evaluation ofperceptive image, meanwhile, uses languages structure, vocabulary distribution anddiversity to study tourism image words. The empirical study has proved the validity ofthe system and its related techniques, and serves as an example for measurementpractice.