The Study On Hunan City Tourists' Image And Promotion Strategy Based On The Grounded Theory

As the rapid development of modern tourism, making tourism the competition has become increasingly fierce competition in the tourism industry and in the final analysis is the competition of tourist destinations and tourist destination, and tourism city as a tourist destination to carry the most important tourist city functional role is particularly important. Travel Destinations competition held in the absolute competitive advantage, to enhance the functionality and quality of the tourist city, we must solve the problem of tourist image of the city, tourist image of the city as an important factor in tourist cities have irreplaceable position, therefore, according to market demand, create a good image of urban tourism, urban tourism formed an important reputation and brand. Hunan is rich in natural tourism resources and cultural tourism resources, tourism in Hunan to enhance competitiveness, we must strengthen the planning and construction of tourist city in Hunan, on the spiritual level,we should pay attention to the characterization of the city tourism. Research combined with network tourists tourist city in Hunan reviews data using ROST content mining software and grounded theory coding method to analyze the content of the main tourist city in Hunan tourist image perception research results in:First, sort out the theory of urban tourism image perception, a clear theoretical basis of urban tourism image and tourist perception research, the use of statistical software ROST Content Mining Hunan Tourism Tourists' city image frequency characteristic words, draw tourists to Hunan tourism city image sensing elements concentrated in four areas were attracting tourism, food, tourism and urban infrastructure and tourism urban environment, by analyzing the frequency of 14 tourist cities in Hunan analysis obtained ranking tourist city in Hunan, ranking mainly Changsha Zhangjiajie City, Hunan, Huaihua City, Hengyang and so on.Secondly, combining analysis of high frequency characteristics of the word,using grounded theory to tourists three reviews content encoded to give the image of tourist city in Hunan Tourists 'category 37 times and five main areas, build a tourist city in Hunan Tourists' Image conceptual model, derived Hunan tourist image of the city mainly in tourist perception perception impression before traveling, tourist attraction urban perception, perception tourist city facilities, tourist city service perception, perception evaluation after five trips inside the category.Finally, comprehensive ROST content analysis and the results of the conceptual model of Hunan Tourism City tourist perception is proposed to enhance the image of tourist city in Hunan five measures: the importance of tourism city image publicity,accelerate the improvement of tourism urban basic services, the importance of tourism city tourism enterprises normative work, the importance of tourism urban tourism resources development and tourism services, tourism and culture actively create a good atmosphere, to carry out national image of hospitality activities.