A Study On The Coupling Relationship Between The Tourist Flow And The Network Image About The West Lake Scenic Attraction Area

At present, Our country has entried a period of the era of mass tourism, the primary tourist attractions are the well-known and renowed natural and human resources, the tourism destination image plays an increasingly important role in the process of the tourists’ revisit, and with the rapid development of the information era, web search has become more and more important about the access to the information of the tourism destination. For the consumers, how to choose the destination is the most important and crucial, tourism destination image is influenced by the atmosphere of the scenic spot, tourism resources, the general management, cultural details and so on. It is that the development of the network impels the increasing number of travel sharing platform, on which tourists tend to share their own personal experience, under these circumstances, the effect on the decision processes has been proved to be important, and the most important is that mass media has increased the exposure of the scenic spot. As a result, tourism destination image online seems to influence the decision process by researching the interactive relationship between the tourist flow system and the Network Image of Scenic Spot system, this paper widens the research routes between the tourism destination and the tourist flow, and also enriches the value practice of coupled mode theory.This study relies on the model of the coupling coordination degree about the West Lake Scenic Attraction Area, making the coupling relationship between the tourist flow system and the Network Image of Scenic Spot system as the research object, using the network text analysis, the Improved Analysis Hierarchy process, Timing analysis, Comparison analysis, Cluster analysis and so on. This study analyzes the coupling coordination degree between the tourist flow system and the Network Image of Scenic Spot system in time sequence, by grey forecasting model, demonstrating annual variation tendency in five years about the coupling coordination degree between the tourist flow system and the Network Image of Scenic Spot system, to put forward some suggestions for promoting the coupling relationship.The conclusions of this study are as follows:From 2005 to 2014, the developmental level of the Network Image of Scenic Spot system is inconsistent in relation to the tourist flow system, because in addition to the interreaction among themselves, the political factors, the economic factors, and natural factors have an effect on the coupling relationship. Among the Network Image of Scenic Spot subsystems, the developmental level of cognitive image system generally experienced the stead processes in comparison with the affective image system.From 2005 to 2014, not only has the coupling coordination degree between the tourism flow system and the network image system and it’s subsystem about the West Lake Scenic Attraction Area in time sequence some common characteristics, but also shows some differences. Common characteristics are as follows:The coupling coordination degree of the two systems shows the trend of "two large, intermediate small", that is, at both ends of the time node the change of the coupling coordination degree is relatively large, in the middle the change is relatively small, the coupling coordination relationship has experienced the period of "uncoordinated development, transition development and coordinative development", which shows three forms: primary-coupled, reluctant-coupled, mild-disordered, both 2006 and 2013 are the turning points. Differences are as follows:the stability of the coupling coordination degree between the tourism flow system and the affective image system is better than that between the tourism flow system and the cognitive image system, both the coupling coordination degree between the tourism flow system and the affective image system and the coupling coordination degree between the tourism flow system and the network image system are rising, on the contrary, the coupling coordination degree between the tourism flow system and the cognitive image system is declining. From 2005 to 2014, according to the sub type divided by the coupling coordination degree between these systems, the tourism flow lag appears most frequently, especially with the development of time, this phenomenon is becoming more and more obviously.From 2015 to 2014, the coupling coordination mechanism between the tourism flow system and the network image system and its subsystem about the West Lake Scenic Attraction Area is existed, they interact with each other, the process of the interaction between the tourism flow system and the network image system and its subsystem is the process of the coordination of the internal factors.According to the results of grey prediction model, in the next five years (2015-2019), the coupling coordination relationship between the tourist flow system and the Network Image of Scenic Spot system and its subsystem shows a downward trend, to improve the coupling relationship between the two systems, ideas are proposed as follows:to establish a network of public opinion response system; organize festivals properly to attract tourists; set up three-dimensional, continuous network propaganda about tourist destination; to establish the individual travel coping mechanism, attract tourists to travel peak; make product update continuously, pay attention to provide personalized service.