Research On Tourism Destination Image Measurement Of Gansu Based On Short Video Of Douyin

With the rise of new media platforms in the mobile age,short video platforms such as Douyin,Kuaishou,Miaopai and Weishi and so on have become vitally important channels for young people to get information and show themselves.This kind of platform also provides the new channel and the opportunity for the Tourism Destination Image dissemination.In Douyin APP,there are not only a large number of short videos about Gansu tourism,but also a considerable amount of likes,comments and retweets;therefore,the purpose of the study is to measure the tourism image of Gansu province by analyzing the contents of short videos.In the measurement of tourist destination image,the classification of video measurement content is still mainly manual recognition and coding,and the related research is less.Under the guidance of cognitive psychology and image construction,this study carried out video retrieval on Douyin with Gansu tourism as the key word,thus constructing a framework for measuring the image of Gansu tourism destination based on Douyin.The author extracted the relative noun words from the short videos to measure the cognitive image,extracted adjectives from the video commentary and the expression of the video language to measure the emotional image,and analyzed the cognitive image and the emotional image of the measurement so as to get the overall image of Gansu tourism.In this study,the method of combining computer technology with manual coding are used in data screening and image extraction,which makes the measurement process operational and convenient,and the measurement results are objective.Based on the analysis of the short videos of tourism on the new media platform,this thesis provides a new research perspective for the measurement of Tourism Destination Image,and further broadens the measuring path of Tourism Destination Image,and to a certain extent,it provides reference value for the related research in the future.