Visitors' Perception Of Tourism Image In Jinan Based On Content Analysis

The competition in the tourism industry is becoming increasingly fierce.If a tourism enterprise wants to stand in the competitive position in the industry,it must increase its market share and extend the life cycle of tourism enterprises,and enhance the image of tourism destinations among tourism enterprises in tourist destinations.The key link of competition.The advent of the Web2.0 era has realized the comprehensiveness and effectiveness of people's access to information.Tourists' evaluations and travels published by Ctrip,Macello,and Mama are intuitive and fully reflective of tourists' perceptions of tourist destinations.Feel and become the best communication route to promote potential tourists to travel destinations,and ultimately drive the development of tourism companies.Based on the reading of relevant literature and the actual situation of the development of tourism resources in Jinan,this paper uses the content analysis method to study and discuss the elements of Jinan's tourism image from the perspective of tourists' perception,following the sample selection-sample processing-primary Coding-initial concept classification-word frequency statistics-steps of research results analysis of the tourism image of Jinan City,first collect travel notes on three well-known websites,and carefully read and comb the travel notes to extract travel notes with research value.The second is to technically process the text,integrate the travel notes,merge the synonyms,establish the custom and filter vocabulary,etc.,and establish the basis for the subsequent high-frequency feature word analysis and social network semantic analysis,once again coding the travel notes and constructing a Level and secondary categories,use ROST software to analyze and process the travel notes,and divide the good words into word frequency statistics and social network semantic analysis,and finally analyze and account the words according to the elements in the constructed categories,and The grounded theory is used to analyze the statistically difficult travel notes,and the negative perception of tourists is raised to the theoretical level.Finally,based on the conclusions of the analysis,suggestions are made for the improvement of the image of Jinan.The conclusions are:1.Tourists for Jinan The most impressive and most perceptive is Jinan's tourism resources,including attractions,overall landscape,college tourism,and architectural style.2.The negative perception of tourists is mainly concentrated on the environment and atmosphere of tourism services and tourism.Tourism services occupy the highest negative perception factors,greatly reducing the tourist experience,scenic parking services,catering services,tourism scale and transportation.The situation needs to be controlled and improved.In addition,the tourism environment and atmosphere are also one of the factors affecting tourism satisfaction.It is necessary to rectify the sanitation environment in Jinan and implement heatstroke prevention measures.In order to enhance the tourism image of Jinan City and promote the development of tourism enterprises,the suggestions put forward in this paper are:to improve the image of tourism service in Jinan in terms of hardware image elements,including:improving the quality of parking services in scenic spots and building the characteristics of Furong Street.Increase the cultural heritage of Quancheng and set up time and space diversion of multiple scenic spots.Secondly,in terms of software image elements,enhance the image of tourism environment and enhance the tourist experience,including improving the sanitation environment,rectifying environmental pollution,and building summer shelters.Finally,based on the frequency analysis of Jinan City,the image marketing suggestions are proposed,including:promoting the cooperation of tourism enterprises in the source market,creating the theme image of "Jinan City Two-Day Tour",and using self-media for marketing.