A Study On The Tourism Image Of Quanzhou Maritime Silk Road Based On Network Text

Under the governmental initiative of the “21st Century Maritime Silk Road”,many cities along the seashore of China actively explore the potential of “Maritime Silk Road”tourism resources and carry out the marketing promotion on tourism of “Maritime Silk Road”,so “Maritime Silk Road” tourism is becoming popular.As the only starting point of the “Maritime Silk Road” that UNESCO has identified,Quanzhou is rich in“Maritime Silk Road” tourism resources and is a typical representative of “Maritime Silk Road” tourism cities.How to build a distinctive,unique and attractive tourism image of“Maritime Silk Road” among the tourism destination competitors has become an important part of marketing work.At present,the research on the image of tourism destinations has made great achievement at home and abroad.It mainly related to the concept,measurement method,composition and influencing factors of tourism destination image.However,there are few studies on the image of “Maritime Silk Road”tourism,even less exploration of the image of “Maritime Silk Road” from the perspective of tourism destination image projection and tourist image perception.In this context,analyzing the image of Quanzhou “Maritime Silk Road” tourism has an important significance in theory and practice.Therefore,this paper starts from the perspective of supply and demand in the tourism market,and uses the content analysis method and Grounded Theory research method to analyze the texts of tourist remarks and the official propaganda through internet and carry out the research on Quanzhou “Maritime Silk Road” tourism image.Firstly,based on the researches of tourism images at home and abroad combined with the characteristics of Quanzhou “Maritime Silk Road” tourism resources,this paper attempts to analyze tourism image of Quanzhou “Maritime Silk Road” by constructing the analysis system through Grounded Theory and Analytic Network Process.Then,to analyze the content and characteristics of Quanzhou “Maritime Silk Road” tourism projection image from the three dimensions,comprehensive image,image composition and emotional transmission;Furthermore,the content and characteristics of Quanzhou “Maritime Silk Road” tourism perception image are analyzed from three dimensions: comprehensive image,cognitive image and emotional image;Finally,the comparative analysis betweenthe perceived image and the projected image is carried out to find out the gaps and the countermeasures and suggestions for the optimization of the tourism image of Quanzhou“Maritime Silk Road” are proposed.