| 2015,the United Nations World Tourism Organization(UNWTO)released data show that in the Asia-Pacific region the number of international tourists reached to 277 million in 2014,an increase of 13 million passengers comparing to the number of international tourists in2013,an increase of 5%.In addition,the United States Department of Commerce,travel&tourism industry office data show that in 2013 out-bound-to-China American visitors reached to 1.118 million passengers,in 2014 increased to 1.127 million passengers,an increase of 0.8%.Overseas tourist market considered as the most important tourist market for most countries,the growth rate of out-bound-to-China American visitors is 0.8%,obviously which is much lower than the growth rate of 5% in the whole Asia Pacific region.In order to understand the evaluation of Chinese tourism destinations in the U.S tourist market and demand,improve the status of tourism in China,increase the number of bound-to-China American tourists,the study,which is based on the tourism destination image theory(TDI),utilizes Trip Advisor and Facebook two social media as the data source,to catch the full sample data of user generated content(UGC)on Chinese tourism produced by American tourists during 2011-2016(Q 1st).By content analysis method and emotion analysis method,American tourists' evaluation of the attribute,emotion and overall evaluation of on Chinese tourism are got in the study,furthermore and got the cognitive image,emotion image,and destination image on Chinese travel destination held by American tourists.At the same time,by introducing the theory of tourist satisfaction and the theory of tourist loyalty,and combining the factors that influence the tourist destination terrain,the following main conclusions are drawn:1)the emotion image pulling China tourism destination image is higher than cognitive image, and both positive emotion and positive cognitive evaluation respectively reaches to 75% and69%,besides Chinese tourism destination is held as a historic destination image by American tourists.2)the most important pulling image of Chinese travel to American tourists is the giant panda.The core pulling forces of China's travel remain a historical resources,natural landscape and cultural resources.In addition,the unique and traditional historical and cultural resources,natural resources and image carriers are the highest satisfaction among American tourists visiting China,and most likely to produce loyal areas or tourism products.The social environment and service quality are low satisfaction areas,which have a negative impact on the loyalty of American tourists in china.The most valuable markets and cities are "tour" and Beijing,and cities with high market value are highly coupled with tourist attractions and events with high attention.3)on the formation of thrust to American tourists travel motivation,population,GDP and education level of American tourists sources are key positive variables.But only when the population and GDP of the two intervention variables are significant variables,ethnic variable has significant effect on the China's tourism image.Social media,especially the professional functional social media is the most important channel of American tourist to acquire the information concerning the China and China travel & tourism,so this kind of social media greatly impacts the American tourists' original image and induced image of China tourism destination.In view of this research conclusion,this article proposes the corresponding countermeasure,in order to enhance the China's tourism destination image in the world,improves the American visitor experience quantity in China,and expands overseas traveling market. |
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