Research On The Image Perception Of Nanjing Tourism Destination Based On Network Text Analysis

The current society has entered the era of experience economy, as while as the development of tourism come into a new stage. Meanwhile the development and management of tourism face with a bigger challenge. Competition level is deepening in the field of tourism. Except the traditional tourist attractions, tourist image of destination is gradually becoming one of the most important factors of tourist competition.Vast amounts of web text is the direct route of transmission of tourist destination image, which tourism administrative department can also based on to correct official projected image and shape ideal tourism image.This paper is on case of Nanjing and on the basis of domestic and overseas document and based on the point view of tourist and govemment.Firstly, data of this paper was gathering from web texts by using the app of "LocoySpider". Secondly,we carry on research, design, analyze and construct the model of tourism perceived images. By applying the app of "ROST CM" and content analysis we analyzed tourist cognitive images and affective images of Nanjing respectively. The conclusions were listed below: a). Tourism resource is the the most common category. The tourists are also deeply impressed by the food of Nanjing. b).The positive emotions lead all the affective image. On the contrary,the negative emotions are in the minority.Thirdly,we draw a conclusion of the official projection image by analyze the texts from the website of the government and compare the difference between the tourism perceived images and the official projected images.The conclusions were listed below: They Share a common cognitive basis in terms of classic scenic spots and the impression of the city. While there are phenomena of dislocated among the tourism policy led by the government and the atypical scenic region which should be paid attention on.In the end,we put forward some strategies such as balancing the development of the human resources,natural resources and social resources, to Improve the tourism image of Nanjing. With the rapid popularization and in-depth development of the Internet, the era of big data has come.An increasing number of tourism reserve the tourism products and share their travel experiences through the Internet.