A Research On The Tourism Image Of Historic District Based On Content Analysis

The development experience of international tourism city shows that thehistorical heritage has become an important patr of tourism development in thesecities. Therefore, the study of the tourism of historical heritage is very important forShanghai as Shanghai wants to become a world famous tourism city. In the past, thestudy of historic district pays more attention to protect of it than any other aspect ofit. Though some experts have already focused on the development of it in tourism,most of these researches are analyzing the inherent resource itself, the research fromthe view of tourists needs to be deepened. As a tourist destination, the attraction ofhistoric district is from the neighborhood characteristics and their attributes. Hencedo research in the psychology cognitive of visitors is important to the development oftourism in the historic district. The image of city and the tourism image of cityprovide a unique perspective and research methods for the study of visitors.Research on tourism image, we need to analyze the visitors’ experiences and feelingsof the historic district. In the web2.0era, more tourists express their true feelings ininternet making it is possible to collect the information of domestic and foreigntourists, due to the internationalization of the Internet. As Shanghai wants to buildworld famous tourist city, we need to conduct research on not only domestic touristsbut also foreign tourists. In this way we can capture the true feelings of domestic andforeign tourists travel to the historic district.Based on the above, this article start from building the historic district tourismimage, then using the content analysis to study the tourism image of domestic andforeign tourists, which have been to Hengshan road-Fuxing Road Historic District.Further, the tourism image of domestic and foreign tourists were analyzed to providesupport for the future development of the historic district.The main conclusions of this study are as follows: 1.In terms of identity, domestic and foreign tourists focus on different things.Through the analysis of high-frequency characteirstic words summed reflected indomestic and foreign tourists travel blogs; we pick up four theme features ofHengshari Road-Fuxing Road historical and cultural district: rich historical andcultural relics, unique culture, modern urban life and the beautiful cityscape. Thetotal score of each theme worked out by adding the score of all word in each themetogether. In the domestic samples, the four were scored338.43points,338.43points,254.54points and377.91points; in a foreign country samples were140.32points,400,96points,300.96points,300.96points. As can be seen, more domestic touristsprefer a rich historical and cultural relics and the beautiful cityscape, while foreigntourists on the contrary, they are more preferred in the unique culture and modernurban life characteristics of themes, and the unique the more prominent culturalcustoms preferences,2.In terms of space image, domestic tourists perceived29spatial elements, tothe region’s high degree of; foreign tourists only perceived4spatial elements; thespatial perception of domestic tourists is higher than foreign tourists. Furtheranalysis found that a common feature for locaf attraction which attract bothdomestic and foreign tourists is that they have a unique character,: Xiritiandi isfamous for Chinese and Western fusion, Shanghai Fuxing Park is the only one Frenchstyle park in Shanghai, Huaihai Road is most distinctive streets in Shanghai,Tianzifang is most taste Shanghai alley. Because these feature, these attractions makea profound impression for both domestic and foreign tourists. So, the unique featureof is the core of the attraction for alt tourist attractions.3.In terms of emotional image, the number of positive emotions whichdomestic and foreign tourists toured Hengshan Road-Fuxing Road historical andcultural district were accounted for59%and55%of their total, positive emotionalintensity were684.44and586.26. From that we can see that most of tourists havegained good travel experience. Among them, the positive emotions of domestictourists are occupied the absolute superioirty both in the number distribution arid intensity; so as the foreign tourists, but its strength advantages than domestictourists. And the negative emotions of foreign tourists’ samples are higher thandomestic samples both in the number of (16%) and intensity (107.69),(9%,65.19).