Research On The Image Perceived By Tourists In Rural Tourism Destinations On The Internet

With the rapid development of tourism,the tourism market has entered the era of image and experience-driven economy.The tourism behavior has shifted from mass consumption to individual behavior.In the process of individual decision making,the image of tourist destination is very important,and tourists become the communicator and influencer of the destination image after visiting.Focus on tourism image research,let tourist image can accurately passed to the tourists in the process of perception,decision-making,promoting tourist behavior decision,it is of great significance to the tourism destination and tourism development.Based on grounded theory,cognitive psychology,social network analysis as the theoretical basis,with the aid of grounded theory level 3 coding method,the selection of typical rural tourism destinations--Gaochun around Nanjing yaxi international slow city as the research object,such as Ctrip,public comments on the net the mainstream tourism social platform website collected 94,nearly 15000 words of review of tourists and travel,free coding,axial coding and coding text,sums up the yaxi slow city tourism perception elements of framework,and through the ROST CM6.0 text analysis and social network analysis software Ucinet software,an analysis of the structure element and emotional tendency analysis,comprehensive deconstruction of tourists on the perception of tourism destination and satisfaction,the relationship between the elements of mining properties,deduce the mainstream tourist types,finally with the help of importance-performance value model(IPA),the index of the degree of satisfaction and importance of the portfolio analysis,the elements will be inductive matrix corresponding to the area,and pointed to Gaochun yaxi slow city international marketing management advice.The conclusions are as follows:(1)From the point of view of cognitive style,yaxi slow city tourist perception system by tourism activities,tourist attractions,scenic spots and tourists behavior development and management,small class of 14 elements,the four categories,the results of existing literature on the part of the supplement.(2)From the perspective of perception,the perception of the slow city is divided into three distinct circles,and the perceived intensity gradually decreases from the inside out.Among them,natural landscape,external transportation,leisure experience and landmark building are the core elements of tourists' perception of destination image,and the center is the most powerful.(3)From the point of view of tourists properties,yaxi slow city tourist types are divided into three classes of sightseeing,leisure,entertainment,the first category for the mainstream,but the third key found potential object for the future.(4)In terms of tourists' satisfaction,tourists' satisfaction is the tourist attraction based on natural landscape and air quality.The lowest satisfaction is the development and management of the scenic spot.By constructing the importance-performance value(IPA)model,the corresponding marketing management Suggestions are given to the four divisions of the dominant,maintenance,opportunity and improvement districts.Look from the time scale of management,yaxi slow city scenic area should focus on short-term advantage and maintain perception elements,retain existing good natural ecological environment and characteristics of festival activities,keeping the core attractions appeal;In the medium term,we should focus on improving the perception factor of the area,improve the internal and external transportation,improve the infrastructure and management level of the scenic spot,and make the scenic spot service specialized and detailed.Should focus on elements in the opportunity for a long time,increase the contents of the scenic features accommodation and entertainment,extend the visitors stay time,improve the proportion for tourism,the resort by the transformation of agricultural sightseeing to leisure vacation.Based on the study of a large number of tourists,self-reported text,this study builds an analytical framework suitable for case study through the bottom-up theory analysis method,and makes an innovative attempt on the theoretical framework.By interdisciplinary research methods at the same time,the relatively mature in sociological study of social network analysis method combined with tourism perception research,network topology structure of the cluster and aggregation relationships onto the elements of tourist perceived relationships,provides a new train of thought for the research of tourism perception.At the same time,the case will focus on rural tourism,trying to find out the rural tourist destination of tourists perception of unique features,is the tourist destination tourist destination,the city or the country in the present research of the current situation of the less beneficial supplem.