Research On The Tourism Image Perception Of Hohhot

Since entering the 21 st century,with the advance of a well-off society in an all-round way,people's consumption concept has entered a new era,no longer paying attention to the quality of goods or the ratio of performance to price,and has begun to pay more attention to image consumption.Tourism destination image has become the most important part of tourism market competition.Scientific and reasonable tourist destination image is attractive to the outside,inspiring,and self-discipline to the inside.Therefore,it is of great significance to fully understand the image perception of tourists after field travel,which can not only provide a valuable reference for the promotion and improvement of tourism destination image perception,but also provide a basis for managers and decision makers to adjust marketing strategies.With the rise of intelligent tourism,the application of network technology in tourism is becoming more and more popular.Those travel notes in the travel website are the comments,feelings and so on,written by the tourists after field travel,which directly affect the tourism decisions of other potential tourists.Tourism enterprises,local tourism administration managers and tourism researchers can learn about tourists interests and image perception through monitoring and data analysis of tourism public opinion,so as to find out the hot spots of tourist destinations and their advantages and disadvantages in competition,to guide tourism enterprises to plan and even local tourism planning decisions,so as to build a scientific and reasonable image of tourism destination.A large number of research documents on the image of tourist destination are collected from papers and electronic resources in the library inthis paper,and the literature analysis method is adopted to understand the general situation of previous studied,so as to establish the research theme,research direction,research means and general ideas of this paper.This paper briefly summarizes the humanities and natural geography of Hohhot,and analyzes the characteristics,advantages and disadvantages of tourist resources,and the present situation and opportunities of tourism development in Hohhot.Through Baidu engine,we collected millions of travel notes about Hohhot,written by tourists after touring.After strict screening,we finally obtained 187 travel notes in 2017 as sample materials.This paper analyzes the basic characteristics of the tourist image perception of Hohhot city by using Rost Content Mining 6.0 software(CM6.0 for short)to carry on the statistical analysis of high-frequency tourism words,combined with the contents of the high-frequency words and travel notes,and with the help of the network text analysis method and the interdisciplinary comprehensive analysis method.Three aspects,including tourists' basic characteristics,human-human perception system and man-land perception system are studied and analyzed in detail.The "urban landscape","gourmet food" and "tourist environment" in Hohhot leave a good impression to tourists.Tourists are deeply impressed by "culture,history and art" in Hohhot.The tourists were deeply impressed by the pillar brand of Hohhot tourism,Daqingshan,Chilechuan,Yellow River,Zhaojun Tomb,Islamic Architectural characteristic Landscape Street,Inner Mongolia Museum,Inner Mongolia General Yazu Museum,Qing Gulunke Jing Princess Palace Museum,Dazhao.This study focuses on the shortcomings of the tourist industry in Hohhot.Through the analysis of the urban tourism image of Hohhot,this paper finds out the rules and characteristics of the urban tourism image of Hohhot,and clarifies the advantages and disadvantages of the tourism development of Hohhot from the aspects of tourism products,marketing,market positioning,so as to put forward some reasonable suggestions on the basis of adhering to the principle of sustainable development.with the booming of tourism industry,Hohhot's tourism development is facing unprecedented opportunities and challenges.We should make full use of the existing opportunities and actively face all the problems and challenges in Hohhot tourism industry to create a unique and distinct tourist image for Hohhot,and promote it through effective ways,so as to create a better prospect for the development of tourism in Hohhot.