Research On Xi'an Tourism Image Perception Based On Network Travel Analysis

With the advent of the era of economic experience,the tourism market is becoming more mature,and the choice of tourists' preferences is becoming more and more diverse,which makes the competition of tourist destinations gradually shift to the competition of tourism destination image.With the trend of “Internet +”,tourists are increasingly inclined to obtain travel information from major travel websites.Online travel is a true record of tourists' travel activities and travel experiences after visiting tourist destinations.It is also an important carrier for potential tourists to obtain tourist information.It also plays an increasingly important role in tourism destination image perception and tourism decision-making.The role.Therefore,the use of online travel to study the image of tourist destinations has gradually become a trend.Xi'an,formerly known as Chang'an,is located in the central and western parts of China.As one of the four ancient capitals of China,Xi'an is also a famous historical city in the world with a long history and profound cultural heritage.Since the country proposed the Silk Road Economic Belt Strategy,the development of Xi'an tourism has ushered in a new historical period.In this paper,Xi'an is selected as a case study.Based on the domestic and foreign related literatures,the online travel record is taken as the main data source.Through the methods of literature analysis,content analysis,qualitative and quantitative research,ROSTCM 6.0 software is used as the processing.The main tool of data is to study the perception of tourists about Xi'an tourism image.Through the travel information published by tourists about Xi'an travels,studying the tourism image of Xi'an,we can clarify the tourists' perception of Xi'an tourism image,understand the advantages and disadvantages of Xi'an tourism,better understand the tourist motivation and tourism preferences,and better satisfy the tourists.Tourist demand will promote the further development of Xi'an tourism.This paper consists of six parts.The first part is based on the research background and the research literature of tourism image,and finds the research ideas of this paper.The second part combs the support theory needed for the research of this paper.The third part analyzes the development of tourism in the case study.The fourth part analyzes the attributes of tourists based on the data of the network text,followed by the analysis.Tourists' perception of Xi'an's cognitive image,perception of emotional image and perception of overall image;the fifth part is based on theprevious analysis,summed up the improvement suggestions of Xi'an tourism development.The last part is the conclusion and prospect of the research,summarizing the fragmentary conclusions in the paper,and proposing the shortcomings in the research and the future research prospects.Through analysis and research,the following conclusions are drawn: In the cognitive image,tourists' perceptions about Xi'an scenic spots are mainly historical spots with good preservation and profound cultural heritage.In the tourist environment of Xi'an,tourists perceive its rich culture and rich historical heritage.In terms of transportation facilities,most tourists have realized convenient and convenient transportation in Xi'an.In terms of service reception facilities,visitors perceive a relatively good and enthusiastic service.In the emotional image,through the total sentiment distribution table and emotional segmentation statistics,it can be concluded that the emotional perception of Xi'an tourism image is mainly positive and positive,and the feelings are strong;tourists show the image of Xi'an tourism A few negative negative emotions,tourists' positive evaluation of Xi'an tourism resources is much higher than negative evaluation.Tourists' perception of Xi'an's overall image,through social network semantic analysis,found that the vocabulary closely related to Xi'an is a famous historical and cultural relic,comprehensive analysis of the sample of travel notes,so Xi'an's overall image perception can be summed up as well-deserved.Ancient capital of culture.Visitors to Xi'an are full of aspirations and full affirmation of Xi'an's long history,rich cultural heritage and precious historical and cultural heritage.According to the results of the previous research,this paper proposes to update the propaganda concept,broaden the marketing channels,and deepen the development of festival activities and manufacturing event marketing on the basis of the current situation;improve infrastructure,improve tourism hardware facilities,and enhance tourism.Software construction,improve service levels,strengthen scenic area management,improve urban environment,enrich the experience of tourism activities,balance the development of Xi'an human resources,natural resources and social resources,create special products,and comprehensively enhance the tourism level of Xi'an.