Perception On Chongqing Urban Tourism Image Based On Web Text Analysis

Tourism development in our country has experienced the stages of resourcedirection，market direction and product direction，and now begins to enter the phase ofimage of the driver. Especially in the mid-1990s，industry practitioners and scholarsalso tried to apply enterprise image recognition system in the field of tourism，as thecorporate identity system (CIS) was widely used in the corporate world，so tourismimage perceptions caused wide attention of academia and industry gradually. With thedevelopment of urban tourism，Chongqing which is positioned to one of nationalcenter cities by the state council urban tourism development is sufficient in recentyears，accurate tourism image positioning is the key to winning in the fierce marketcompetition. Shaping regional tourism image successfully needs to accurately hold thecharacteristic of destination，and depends on the confirm perception of tourists.This paper starts from the perspective of subject of tourism—tourists，and thenstudies Chongqing urban tourism image perception by getting a network of travelsabout Chongqing urban tourism as the research data. The research procedure is samplecollection-primary coding-category building-frequency statistics-analysis of theresults. The text data comes from five representative tourist websites, which provides50adequate travel notes. By using grounded theory methods to classify them as eightcategory, namely "overall evaluation","city","socio-economic environment","publicfacilities","food","tourism environment","cultural history and art," and "touristmotivation and the behavior". In addition, the paper uses Roast Content Miningsoftware to count the high frequency vocabulary, and analyze the Chongqing urbantourism perception combined with built rubrics.Tourists’ evaluation of the tourism destination image depends on its perception ofthe image of the destination. The paper builds people–earth urban tourism perceptionsystem and people-people urban tourism perception system according to theperception of the destination image elements. In addition, tourism image sensingmechanism was elaborated from two aspects: sensory level and space-time level.Achievement and innovation of this paper is reflected in three aspects: First, the research perspective is new. Different from the numerous studies fromregional planning, regional marketing, supply-side perspective, the paper starts fromthe subject-tourists perception point of view.Second, the data sources are new. Compared to the questionnaire, informationfrom the network notes is more open and objective.Third, practice and theory are combined: Practically, it is proposed of thepromotion, positioning of Chongqing urban tourism image. Theoretically, the paperexplains urban tourism image perception mechanism from two dimensions: sensorylevel and space-time level.