Research On Image Perception Of Jinggangshan Mountain Tourism Destination Based On Web Text Analysis And That Of Strategies For Its Promotion

With the rapid development of the Internet era,the popularization of the Internet exerts a subtle influence on people's way of thinking and behavior.For tourism destinations,the network is one of the important factors affecting the tourists' comprehensive senses and decision-making ability.The maturity of the market and the improvement of the level of economic development stimulate the tourists' higher requirements for tourism quality.The image of tourism destination also directly affects the tourists' choice and decision,which is also an important reflection of the market competitiveness of tourism destination.Therefore,how to realize the harmony and unity of the image of tourism destination and tourists' perception is the key to win in the fierce market competition.Taking Jinggangshan scenic area as an example,based on the extensive collection and combing of literature achievements,this paper deeply abstracts relevant theories,and studies the characteristics of image perception of Jinggangshan tourist destinations by using the network text analysis method and grounded theory.Firstly,the image perception of tourist destinations and the official projection image obtained from the analysis are taken as the entry point to determine the reliable source of text data,obtain the text data of online travel stories with the help of "octopus" crawler software,and obtain the content of the official website as the sample of the official projection image through the same method.Then,the extracted data were compared and analyzed,and the software was used to extract high-frequency words.Under the theoretical guidance,through the establishment of effective destination image evaluation index system,in the network travel tourists on Jinggangshan scenic spot,on the basis of the comprehensive sense perception analysis tourists in play in the process of psychological change and behavior change,for visitors to reflect the negative problems are summarized,and it is concluded that the cause of the tourism destination image and tourist perception deviation.Finally,the cognitive image of tourists is compared with the official projected image.Firstly,this paper analyzes tourism attractions,tourism environment,tourism infrastructure,tourism consumption and service,and tourism attitude,and obtains the perception image of tourists with tourists as the center.Then from the five aspects of tourism attractions,tourism environment,tourism infrastructure,tourism scenic spot publicity,tourism scenic spot management to analyze the image of the official management as the center;Finally,through the comparative analysis of the data,the image of Jinggangshan tourism destination optimization recommendations and improvement strategies.In order to improve tourists' experience evaluation of Jinggangshan tourism and attract more tourists to Jinggangshan,this paper puts forward the following Suggestions: First,carry out comprehensive and effective Jinggangshan tourism brand publicity;Second,Promote the exchange of tourism resources and forge strategic cooperation alliances;Third,improve the tourism infrastructure and create a comfortable tourism environment;Last,establish a post-tour feedback collection mechanism.