A Study On Destination Image Perception Of Xiamen Tourism:Based On Web Content Analysis

With the growing awareness of residents'leisure and tourists,tourism preference increasingly personalized,China's tourism market gradually transformed from resource oriented,market orientation,product orientation driven stage to the image driven stage,modern tourism destination competition is more reflected in the image of the competition.In order to realize the unity of destination image and tourist perception image,we should actively explore the establishment of the feedback mechanism of tourists,strengthen the positive influence of positive perception,and weaken the negative effects of negative perception.The popularity of the Internet has changed the concept of consumption of tourists,access to information channels and thinking patterns,the successful shape of tourism destination image can be used to influence the tourism decision making.In this paper,the status quo of the domestic tourism destination image is sorted out,and Xiamen is selected as a case to analyze the tourists' perception of Xiamen tourism destination image,the main conclusions and suggestions are as follows:The conclusion of the study:Firstly,the tourist toXiamen appears gradient distribution,the tourist market share decline from southeast to northwest and northeast,tourist market is not only affected by the distance attenuation law,also affected by the degree of urban development,tourist's travel time is abouto 3 to 5 days,The main motivation is photography and food;Secondly,the overall impression of tourists in Xiamen tend to be positive,negative perception is relatively small;It can be found that "literature and art","beauty" and "freshness" are the core perception of tourists to Xiamen tourism atmosphere.At the same time,visitors' perception to "art","small fresh","beautiful" is consist with the "beautiful Xiamen" strategy,but inconsist with the image which the government set before,like "warmth","charm"and "vigor";Thirdly,tourists are satisfied with the overall image of Xiamen,the majority of tourists revisit intention.According to the problems found in the study,this paper promotes suggestions:reasonable promotion of cultural tourism charm,dig the connotation of building history and culture;improving the public transportation,scenic spot information release and forecast system;developing tourism personalized service,pay more attention to tourist experience;avariety of channels to promote Xiamen tourists;establish feedback mechanism;optimization government planning and management functions to create a good business environment and tourism environment to improve visitor satisfaction and revisit rate.This paper is divided into five chapters:The first chapter is question.Based on the background of tourism destination in Xiamen,this paper puts forward the feasibility and necessity of using the method of network text analysis to study the image of tourism destination,as well as the research background,purpose,method,contents and framework.The second chapter is concept definition and literature review.This paper reviews the research on tourism destination image from the following seven aspects:the connotation of tourism destination image,the type of perception,the dimension of measurement,the process of image formation,the influencing factors the factors that affect the satisfaction and A study on tourism destination image based on content analysis.The third chapter is the research design.Research and design of this chapter mainly focuses on the destination selection,A review of tourism destination image planning and construction in Xiamen,sample selection,text preprocessing and high-frequency words extraction process,category construction,category of reliability test,selected 80 articles about to Xiamen tourism network travels from Ctrip online,using the network content analysis and Rost content mining software to extract the high frequency vocabulary of Xiamen tourism destination image attributes.The fourth chapter is the empirical research part.This chapter did in-depth analysis and comprehensive perception of Xiamen tourism destination image through the content analysis of Xiamen tourism image characteristics,basic characteristics,tourism image co-occurrence and social network analysis of tourists and tourists emotion evaluation and Revisiting Intention.Grasp the tourists in the process of psychological activity and behavior characteristics of discovery the deviation between tourists' perception image and destination image positioning.The fifth chapter is the conclusion and suggestion.The conclusion of the whole paper is summarized and improved,and some suggestions are put forward to improve the tourism image of Xiamen.