Research On The Impact Of Internet Negative Public Opinion On Tourism Image Perception In Lijiang

In recent years,with the development of network and social media platform,there are frequent tourism incidents of negative internet public opinion,its bring great negative impact on the tourism image and reputation of the tourism city,especially in Lijiang as the representative of the tourism industry has become the economic pillar industry tourism city.Tourism image is related to the long-term development of its tourism industry.Therefore,the related research is very urgent.In the current research,the research of Internet public opinion crisis has made great breakthroughs.However,from the perspective of tourists,there are few researches on the impact of Internet negative public opinion on the perception of tourism destination.On the basis of combing the related literature and theory,this research uses the content analysis method to make a thorough interpretation of the contents of the network travel notes and network complaints in Lijiang,and forms the perceived image of the positive and negative tourism in Lijiang.Then,through the network questionnaire survey,this study explore the perception structure of tourists' image under the background of negative public opinion in the city of Lijiang,and focuses on the influence of Internet negative public opinion on the perception of tourism destination image.This study draws the following conclusions: Firstly,the tourists' positive perception of the tourist image in Lijiang mainly focuses on the tourism resources and brand names represented by the characteristic culture,and the negative perception of the tourist image of Lijiang mainly focuses on the tourism management and the tourism environment with the guide,the shopping and the market order.Secondly,Under the background of Internet negative public opinion,the cognitive image of tourist destination has a positive impact on the destination image,and the most important is tourism management,followed by tourism brand.Thirdly,negative public opinion on the network has a negative impact on the cognitive image of tourist city,among which the government's respond has the greatest impact,followed by public opinion transmission and the cause of the event.Fourthly,Negative public opinion on the network has a negative impact on the desire image of tourist city.The influence of public opinion transmission is the largest and the cause of the event is secondary.The government's respond has no significant influence on the destination image of the tourist destination.Finally,Negative public opinion on the Internet has a negative impact on the overall image of the tourist city,among which the public opinion transmission has the greatest impact,following by the government's respond and the cause of the event.