Research On The Image Of Tourist Destination In Laoshan Scenic Area And Its Promotion Strategy Based On Network Text Analysis

With the improvement of economic level,the tourism demand increases day by day.The competition among various tourism destinations has been from the resources of the destination itself to the image of the tourism destination.Shaping a good image of the destination will help attract more tourists.The ideal part for tourism destination is to maintain a positive and active image and improve the negative and inactive image.This virtuous circle can not only improve the tourism destination image,but also increase tourists' perception of the tourism destination.With the development of the Internet,destination image perception has become a quantifiable concept with the help of web text left by tourists on the internet.The research taking Laoshan scenic spot in Qingdao,Shandong province as a case,after combine historically research literature in China and abroad,also based on the characteristics and current situation of Laoshan scenic area,put forward use web text to study of its tourism destination image perception.First use the web text analysis,apply the app of "octoparse",collecting six websites,choice 305 journals as sample,apply cognitive-affective model to establish analytical categories;then apply the app of "ROST CM" to analysis,obtained the Laoshan scenic destination image perception research data,use the same method to get the official projected image perception from the official website of Laoshan scenic spot and We Chat official account;at last in the comparative analysis of the projected image of the official and the perceived image of tourists,put forward the Suggestions on image improvement of Laoshan scenic spot.Research conclusions based on research data: a)From the basic characteristics of tourists,which can get distribution of tourists,mode of transportation,travel season,number of trips,number of days and mode of travel in laoshan scenic spot.b)The tourists' cognition image of Laoshan scenic area is not balanced,the frequency of natural resources is high,and the tourists' perception of cultural resources is low;c)The tourists' emotional image of Laoshan scenic spot is positive,which reflects the positive attitude of tourists to laoshan scenic spot;d)The overall image of Laoshan Scenic area is accurate,and tourists' re-visit intention needs to be improved,in the future,it can be improved by enriching product routes,deepening product marketing and promotion,optimizing tourists' travel experience,etc;e)There are some differences between the projected image of official destination and the perceived image of tourists,both sides agree on the image of Laoshan Scenic area,but they differ in the overall atmosphere,timeliness of communication activities,degree of cultural resources transmission and tourism perception guidance;f)In conclusion,Suggestions for improvement of Laoshan scenic area are put forward: to meet the needs of tourists and optimize the travel experience;improve the connotation of humanity,to help the integration of culture and tourism;improve tourism integrated marketing,apply new media;promote the development of regional tourism and cultivate Laoshan intelligent tourism;improve government functions and manage development at an overall level.