Analyzing The Image Repair Effect Of The Tourism Crisis Of “Guxuangfabu” In Lijiang

We are in an age of crisis,and the addition of new media such as micro-blog and WeChat makes it difficult to control the crisis.Such an environment is also constantly testing the organization's ability to deal with crisis events.Therefore,for organizations,it's very important to summarize experience and learn from past crisis cases and crisis responses.This paper spread in situations of crisis theory(SCCT)as the analytical framework,in early 2017 the Lijiang incident in the “Guxuangfabu” as the research object,using discourse analysis to study the “Guxuangfabu” in the beating incident of the crisis situation,crisis of public perception and attribution of responsibility,“Guxuangfabu” declared release used by crisis coping strategies and the effects of image restoration strategies.Through the analysis and research of this event,this research hope to find out the lessons and lessons of this event,and make some suggestions for how to effectively communicate and rebuild the image of tourist destination in the new media environment.The results showed that there were mainly denial and weakening strategies adopted by “Guxuangfabu”,followed by the reconstruction strategy.Although the three main coping strategies were involved,the communication effect was not ideal.The strategy of image repair adopted by “Guxuangfabu” is mainly "reducing event injury" and "correcting behavior" strategy.The frequency of "denial","escape responsibility" and "confession of repentance" is the least.Combined with the questionnaire survey,it is found that the public did not fully accept the “Guxuangfabu” release to rebuild the tourism image of Lijiang.“Guxuangfabu” has failed in dealing with the crisis,and Lijiang tourism image has been negatively affected.The innovation of this paper is that the object and problem of this research is due to the tourism crisis triggered by social vicious events.There are few researches on such events in past studies,so there is something new.From the perspective of the public,this research examines the effect of crisis response and remediation strategies,and further improve the measurement and discussion of communication effectiveness,providing a new case.