Research On The Perception Image Of Tourists In Island County Based On The Grounded Theory

The tourism destination image plays an important role in the development of tourism destinations,marketing of travel destinations,and improvement of the comprehensive competitiveness of destinations.In recent years,with the rapid development of tourism,tourist demand has become increasingly personalized and diversified.Island tourism is widely favored by tourists.The islands with rich tourism resources and the surrounding sea areas have become popular tourist destinations domestic and abroad due to their beautiful natural scenery and unique cultural atmosphere.However,there is relatively little research on the tourism image of Islands County,especially lack of research on the perception image of Island County tourists from the perspective of tourism demand of tourist.This article takes the method of Grounded Theory to construct the model of Tourist perception image of Island Country From the perspective of the tourism subject(tourist).It is based on the background of Internet era and island tourism,and takes Changhai County as an example.In theory,establishing a model of the island's tourist perception image provides theoretical support for future research on island county tourism image.Meanwhile,it also fills in the lack of current tourism image research in island counties and provides new research ideas for the study of island county tourism image.In practice the research of tourist perception image on island tourism has important practical significance for locating accurately the tourism market,developing tourism products,optimizing the island tourism image,and enhancing the comprehensive competitiveness of island counties.This research Selected 5 data source websites including Ma honeycomb,Ctrip travel,Qunar,Tueniu tourism and Tongcheng tourism,and obtained 41 online travel notes which meet the research criteria based on the travel websites provided by Chinaz.com(China Webmaster),according to the specific information provided on the website select TOP 10 online travel website.Additionally,according to field surveys and remote surveys conducted in Changhai Country and the other interview place,6 interview data were obtained.With data support,using the qualitative analysis software NVivo 11.0 conduct grounded theoretical research on 41 online travels which including texts and pictures and 6 visitor interviews which including texts and recording.This research extract 26 concepts,10 initial categories and 5 core categories through open coding,Axial Coding and selective coding.By repeatedly comparing the various categories and relationships between them construct a composition model of the perception of tourist in Changhai County.Through the comprehensive analysis of the various dimensions of the model,the following conclusions are drawn:Firstly,the tourism complex image in the category of the general substance image involves tourism environment and tourist attractions.The image of supporting facilities mainly revolves around the five elements of tourism and the interpretation system.Second,the advantage of natural landscape in the characteristic substance image is highly recognized.Tourists have a good impression on it.Coast landscape with sea cliffs and rocks is deeply loved by tourists with vivid shapes and unique form.Third,the percentage of coverage rate of aesthetic images is increasing gradually in the special mental image.The deeper of the aesthetic level is,the more tourists perceived.The positive perception of service image is significantly higher than that of negative perception and neutral perception.The negative perception is mainly reflected in the tourism accommodation.Tourists have a good impression on the perception of social atmosphere image.Friendly degree of residents is important factor for tourists to perceive social atmosphere.Fourth,the characteristic spirit image consists of two categories:historical image and cultural image.Historical image involves extensive content and possess the characteristic of fragmentation.Cultural image is mainly formed by historical culture and folklore culture.Finally,the contrast image has a significant impact on the comprehensive perception image in the category of comprehensive perception.Tourists' perception of Changhai County is slightly better than that of other related tourism destinations.On the whole,the whole perception that tourists perceived of Changhai County is better.On the basis of the comprehensive analysis of each dimension of the model,from the two angles of the tourism image's function object and the spread of tourism image,this paper puts forward the optimization strategy of improving the tourist perception image of the island county.