Research On Image Perception Of Island Tourist Destinations

The tourism market has entered the image-oriented stage after going through the resource-oriented,market-oriented and product-oriented stages.The image of a tourist destination plays an important role in attracting potential tourists and enhancing the visibility and reputation of the destination.Clarifying the image of the destination is an important factor in improving the competitiveness of the tourist destination.It is of great significance for the sustainable development of Changshan Islands to study the perception of Changshan Islands tourism destination image from the perspective of tourists' perception.The popularity of the Internet has caused more and more researchers to break through a single questionnaire survey and use tourists' travel notes as the data source for the research on the image of tourist destinations.In a single questionnaire survey method or web text analysis method,few studies have combined traditional questionnaire survey methods with the web text analysis method in the new media era.In this case,this article uses the web text analysis method and questionnaire survey method,using ROST CM6 and SPSS software,through the network text collection and questionnaire survey to obtain tourists' image perception data of the Changshan Islands,the purpose is to take the perspective of tourist perception as the perspective Research method,web text analysis method,questionnaire survey method and comparative analysis method study the cognitive image,emotional image,overall image,willingness to revisit and recommendation of Changshan Islands,etc.,with a view to making Changshan Islands the first island in China-Type international tourism and leisure resorts and world-renowned island tourist destinations.The main conclusions are as follows:(1)In terms of demography,both the online text data and the questionnaire data show that the tourists of Changshan Islands are deeply influenced by the law of distance attenuation,and spread to the peripheral cities based on Liaoning Province.Compared with the online texts,the questionnaire survey can get more basic information of tourists,such as age,gender,occupation,education level and income,and analyze the basic characteristics of island tourists more comprehensively.(2)In terms of representative scenic spots,the online text data and questionnaire survey data show that tourists pay much more attention to the natural landscape of Changshan islands than the human landscape,and island culture is not well reflected in the process of tourists' tour.(3)In terms of cognitive image,online text data and questionnaire data show that natural resources such as islands and beaches are the main attraction of Changshan Islands,while thepublicity and attraction of human resources are relatively low.(4)Network text data plays a very good role in the study of tourism destination image,and can be used as a data source for future research in related fields.(5)In the aspect of emotional image,both online text data and questionnaire data show that tourists' travel in Changshan Islands is dominated by positive emotions,but negative emotions can not be ignored.(6)In terms of the overall image,the analysis of online text data and questionnaire data shows that tourists have a better understanding of the overall image of Changshan Islands.(7)In terms of the willingness to revisit and recommend,the number of online text data mentioning the willingness to revisit and recommend tourists is relatively small,while the questionnaire survey specifically designed relevant questions,using the questionnaire survey to analyze the willingness to revisit and recommend tourists is more scientific.