| Tourism image is a combination of comprehensive experience and sensation of the various factors of the tourist destination and the emotional evaluation of it. Tourism image perception is the process of information impact of tourism destinations on tourists. Therefore, whether the development of tourism resources in the tourist destination is in place or not, whether the tourism facilities and services are reasonable or not and whether the tourists are satisfied with the destination or not will be perceived by the tourists consequently. With the rapid development and popularization of the Internet, the Internet is adopted by many tourist destinations to spread the image of tourism. Tourists are able to share their travel experiences by writing travel stories and reviews in the Internet platform. This content will become an important reference for the potential tourists to make travel decision. Therefore, it is meaningful to understand the image of tourism destination by the information shared by tourists on the Internet.This thesis takes the comment of visitors on the Internet about the world natural heritage of the United States and China as a sample to get the following conclusion by using Content analysis method; understand the tourists’ perception of the tourism images of the two countries with the statistics of the high frequency words; then the method of Contrastive Analysis is adopted to analyze the difference of tourism attractions, scenic environment, tourism facilities and services, emotional image and other aspects between the two countries. (1) Affected by geographical location and terrain factors, tourists perceive the natural landscape of world natural heritage attractions in the United States is slightly more than that of China. But in terms of the categories, China surpasses the USA. In terms of recreation, the world natural heritage of China has carried on the in-depth development of tourism resources, so America is inferior to China in this aspect. (2) The air, road and the way of protection for the resources are all factors which will trigger tourists’ positive emotions in the Chinese world natural heritage scenic spots. And in terms of the order of management, there is insufficiency for both countries. (3) The overall evaluation of tourist facilities and services of the World Natural Heritage site in the United States is higher than that in China, especially in the management of scenic spots and personnel services, the shortcomings and deficiencies of China are required to be further strengthened. (4) The positive emotional words in tourism image of the World Natural Heritage of the two countries are considerable with negative emotion being less. What is more, "crowds" is only the frequency word of negative tourism images for American World Natural Heritage, and the negative evaluation such as "chaos", "unworthy" is slightly more than that of the United States. (5)The tourists of two countries who are willing to revisit explicitly and are unwilling to revisit explicitly are not considerable too with most of the tourists not showing their attitudes. (6) By comparing the high frequency words, the thesis also finds out that the ticket and certificate with a price of the World Natural Heritage in China, the scenic mountain-climbing transportation and ordinary means of transportation, the overall conditions of service and management are the parts that impress tourists while tourists in the United States World Natural Heritage site are more concerned about the sports activities and recreation.Therefore, there are still many deficiencies in the World Natural Heritage in China. In view of these conditions, it is recommended that China needs to improve the scenic tourism infrastructure and service system; reduce the factors that affect the tourism experience; develop the intelligent interpretation system and establish the feedback mechanism of the tourists so as to promote the sustainable development of the tourism destination. |
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