A Study On Ruban Tourism Image Perception Based On The Grounded Theory

Now,the tourism industry develop rapidly,it has entered the stage of image driven,Accurate image positioning was important in the tourism market competition.Successful tourism image positioning can not only accurately show the characteristics of the destination,but also can withstand the tourists verify.The article based on the perspective of tourists,the study was based on Hefei,the data source is derived from the Hefei city tourism network,followed the step of sample collection-key word frequency statistics-Semantic analysis of high frequency of key and network-code and perception model building-motive and behavior analysis-results the design step of analysis.Network travels derived from the three major tourism website with "ctrip",where "net","day of cellular",then filtered to get 230 eligible travel notes,using the content analysis of mining software to analyze the sample on the high frequency of key and semantic network diagram,then using the method of grounded theory to analyze the network travel,further classified five primary-categories such as.travel expectations,travel behavior,tourism environment,tourism attractions experience and supporting facilities,service experience,then building the perception model of Hefei tourism image.On this basis,analysis the perception elements of tourists.Finally,combines the actual conditions of Hefei,then to discus the city tourism image.The research contents the following four parts:The first part(preparation):It is composed of chapter one and chapter two.The first chapter is introduction,mainly includes the research background,research review,research purpose,significance and innovation points.The second chapter is related theoretical foundation and the research methods,basis including yuan perception theory,push and pull theory,theory of customer value,so as to provide theoretical basis for further research.In addition,defining the relevant concepts such as the urban tourism,urban tourism image.Finally,determine the research methods of this article(network text analysis,literature analysis and grounded theory).The second part(research method and research design):It's made up of chapter three.The first thing is determine the research case of this article,then followed the steps of sample collection-Semantic analysis of high frequency of key and network-code and perception model building,then determine the tourism image elements,analysis the research object of Hefei.The third part(analysis):It is consists of chapter four.The chapter four is statistical analysis and factor analysis of urban tourism image perception,a case of Hefei.First of all,to analyze behavior and motives of Hefei tourists,secondly analyzes the elements of city tourism image perception with Hefei.The fourth part(conclusion,suggestion and discuss):First,combine the chapter four to analysis the content of Hefei city tourism and then provide advice such as product design,the urban tourism image marketing advice.The results of the study summarized the previous chapter and forecaste the further research in the future.Research conclusion:(1)To analysis the tourist basic characteristics such as motives of tourists,tourism-generating region,travel mode,travel time,stay days,find the tourists travel motivation varies,of which has the highest percentage of leisure tourism.In addition,Hefei city tourism source markets affected by distance attenuation rule and the convenient of transportation,mainly concentrated in Anhui,Jiangsu,Shanghai,Beijing.Travel mode is given priority to the train,more freedom of travel time,and no obvious peak in holiday travel,the travel time mainly concentrated in weekend,the standing time is given priority with one or two days,the revisit rate have higher room to improve.(2)By extracting high-frequency key and semantic network diagram,then in combination with the method of grounded theory to coding and build model.In the end,found that tourists perception city tourism image of Hefei mainly in three aspects of the tourism environment,tourist attractions,facilities and service experience,including positive perception is mainly focused on the"good","beauty","happy",etc.,negative perception is reflected in "traffic jam","characteristic," evaluation.(3)During the travel promotion should pay attention to the development and construction of tourist facilities,improve the management and service,then combined with the city's history and culture of scenic spots and related products development,finally spread the targeted tourist image of the city.