Research On Tourism Destination Image Measurement Based On Social Network Photos Metadata

With the progress of the times,tourism as an important way of entertainment has been integrated into our daily life.Photography has become a major tool for obtaining tourism experience and disseminating information.With the rapid development of Internet technology,the traditional ways of taking pictures have been totally changed.People can apply a range of filters or details to photographs and share them through online service website.Social network photos are becoming one of the main channels for the spread of tourism destination image.With the increase of multimedia data,massive network information provides a richer sample for scientific study.Network text analysis has become a new research channel.In the image measurement of the tourist destination,the traditional measurement method still occupies the main position,the structural measurement and the unstructured measurement cannot provide accurate index in the field of photo measurement.The tourist photographs data in old research on tourism destination image were collected by visitor-employed photography(VEP),and most of photo classification works were dominated by manual coding.And the otherwise,the studies about this topic are still less.It cannot quickly,efficiently and accurately deal with the massive network photos and get the destination image.Guided by theories of cognitive psychology and destination image formation,this paper constructs a framework of tourism destination image based on the social network photos metadata,and extracts the image of Beijing tourist destination with Flickr metadata.In this study,we use nouns as the sample to extract the cognitive image and the adjectives to extract the affective image.To better understand people's emotional tendencies,some photos content were analyzed that based on these samples.At the same time,the other available metadata are also applied to this study to obtain Beijing overall image.Through the combination of artificial and computer technology,this research use large data analysis method in data extraction and screening,and tries to make the measurement result more objective.And make this measurement method more credibility,operability and simplicity.Finally,it provides a new research perspective for the tourism destination image analysis and broadens the scope of the path of tourist destination image measurement,which has provided a train of thought or a reference case for other relevant research work.