Research On Group Differences In Image Perception Of Tourist Destinations Based On Internet Texts

With the rapid development of network technology and the arrival of the era of shared-economy,modern tourists and tourism activities are increasingly connected with the network.Different from the traditional way of communication,tourists are eager to share the feelings of tourism activities on various major online platform.This fashion is not only intuitive to express the true tourism destinations perceptions of tourists,but also the most effective way for other tourists to obtain the tourism information and cognitions of tourism destinations.This paper takes the taibai mountains scenic spot as an example,takes the network travel notes as the research object,and uses the content analysis method to study the image perception difference between local tourists and non-local tourists to the taibai mountain scenic spot.Through analysis,the main conclusions of this paper are as follows :(1)from the perspective of cognitive image dimension,the cognitive dimensions of the two groups are the same,namely tourism attractions,scenic spot environment,tourism activities,reception facilities and services,indicating that these four dimensions play an important role in the construction of cognitive image of the two groups.(2)tourism attractions and scenic spots are the core cognitive images of different groups.(3)native to the taibai mountain of cultural landscape perception level slightly higher than that of tourists,the main reason is that human landscape of Taibai Mountain is mainly in religion,poems etc.It is not easy to be tourists,visitors feel difficult,need to have certain knowledge accumulation and the professional visitors,to obtain a complete and deep perception of image.(4)the difference in the cognitive image of tourism services among different groups is the largest among all categories,which indicates that the image of the purpose of local groups has obvious emotional tendency,while the evaluation of non-local groups is more objective.(5)the emotional analysis of the texts was carried out by using Rost CM6.The statistical results showed that the emotional images of local tourists were dominated by neutral emotions withhigh positive emotions and low negative emotions;Non-local tourists had the highest positive emotions and slightly higher negative emotions than local tourists.The positive emotional images of tourists focus on natural landscape,cultural landscape and tourism services,while they show obvious negative emotions on accommodation conditions,infrastructure and price level.(6)both local tourists and non-local tourists have more positive evaluations of taibai mountain than negative evaluations,indicating that tourists have a better impression of taibai mountain and have a better overall image perception;The positive evaluation of local tourists is higher than that of non-local tourists,indicating that the evaluation of non-local tourists is relatively objective,and the evaluation of local tourists will have an emotional tendency.Both local tourists and non-local tourists did not explicitly indicate that they would not come again,indicating that tourists have a high degree of satisfaction with the taibai mountain scenic spot and a good overall evaluation.Unified performance is beautiful natural scenery,rich cultural heritage,fresh air,flowers,reception facilities,tourism service level is high;But the accommodation condition urgently needs to improve,the food and beverage also did not travel scale,the price level is too high.In order to re-establish the status of tourists as the mainstay of the tourism industry.This study,which is different from the traditional perspective of tourism operators such as landscape development,regional plan and market,starts from the tourist experience and the tourist perception of the image of the destination.The sample data is derived from online context,which is more open and objective,rational and reliable when compared with traditional questionnaires modes.There are a variety of research methods adopted in this paper,such as web text analysis,key-word frequency analysis and case study.The aim is to investigate the perceptions of tourists' image of destinations,and provide suggestions for following researches.