The Study Of Voluntourism Image Based On The Network Content Analysis

As a kind of non-popular tourism,voluntourism is a form of tourism that integrates tourism and public welfare.Voluntourism originated in the United States,so far,it has got worldwide attention.In recent years,China's vlountourism market has received more and more attention,and more and more vlountourism organizations have emerged.In particular,with the development of the Internet,the related voluntourism network platforms develop rapidly,and Internet content data has accumulated.Web Content analysis provides an effective way for us to understand deeply the volunteer tourists and interpret voluntourism.This paper collect text and photo data by 7 site community forums,such as Ma Feng Wo,and research by content analysis.For textual materials,Python software was used to segment words,and conduct high-frequency core words analysis and semantic network analysis;For picture materials,Nvivo software was used to extract and analyze information elements,including photos content and form.In the co-occurrence state,texts and pictures jointly express the image perception of volunteer tourists.The texts explain the pictures,and the pictures visually show the things,status,and impressions of the text description.Texts and pictures complement each other to make the image perception more comprehensive and true.This paper carries on the combined research by the text and the picture content,and discovers image perception has the consistency and certain differences.The public welfare and the tourism are the two core image perceptions.In the text content,tourists have higher awareness of public service;in the photos content,tourists have higher awareness of tourism activities.At the same time,the perceived dimensions and depth of image expressed in text and photos are different.Through combined analysis,this paper summarize the image perception structure of volunteer tourists.At public welfare level,subjects,objects(public service),host-guest interaction,helping environment,and emotional experience are the main points of gaze;at tourism level,natural landscapes,cultural landscapes,infrastructure,extended products,travel life,objects(tourism activities)and tourism experience is the main point of view.Finally,based on the image analysis,This paper proposes voluntourism product planning and online communication strategies,and fully utilize the value of the shared content.For one thing,this study has value in theoretically exploring the frame of perception measurement of public tourism imagery,extending the practical application of tourism imagery,and improving the accuracy of the results.For another,It also has a positive practical significance for the improvement and development of the voluntourism market.