Research On Perception And Optimization Of Tourism Image Based On Analysis Of Potential Categories

With the advent of the Internet era,the Internet has become an important way of information dissemination.More and more tourists rely on the powerful information storage function of the Internet to publish the experience activities and emotional information in the process of tourism activities on the social platform.It is this kind of real emotional expression and visual information that is deeply imprinted on the Internet,and becomes a valuable resource for the study of tourism phenomenon.Online travel notes not only record the tourists' travel process,but also show the tourists' perception of the destination image,which provides good materials for understanding and mastering the tourists' objective evaluation of the destination development.The effective research on the perception image of the destination is not only helpful to analyze and clarify the tourists' choice of destination behavior and tourism preference,but also helpful to improve the tourists' satisfaction and accurate marketing of the destination,and provide theoretical reference for the sustainable development of the destination.At present,there are a lot of research results about the perception of destination image at home and abroad,but most of them use a single data source.The analysis of destination image lacks the comprehensive analysis of network data and questionnaire data,especially for the analysis of demographic characteristics of tourists,only a single sample is generally classified,based on the details of different social population samples It is rarely involved in the study,which can not reveal the in-depth study of the perception image of different categories of tourists.Based on this,this study is based on the perspective of tourists' perception,using the method of network text analysis to analyze the perception of destination image,trying to analyze tourists' image cognition and experience of Suzhou urban tourism destination from three dimensions of cognitive image,emotional image and voluntary image.On this basis,combined with the offline questionnaire,this paper analyzes the potential categories of single sample and multi-body sample,and puts forward constructive suggestions and optimization countermeasures for the emotional expression reflected by tourists.The main conclusions are as follows:(1)The cognitive level of tourism resources and tourism activities is the deepest in Suzhou tourism cognitive image.In the perception of tourists,Suzhou is a typical Jiangnan Water Town with a long history,with rich tourism resources such as ancient towns and gardens.Tourists' emotional perception of Suzhou is mainly positive image,negative image,but relatively less.At the same time,tourists' intention to revisit and recommend Suzhou is relatively high.(2)The segmentation market has the constancy of cross sample,which is divided into three categories: medium perception tourists,high perception tourists and low perception tourists.In each sample,perceived tourists and high perceived tourists have little difference,while the classification connotation of low perceived tourists is different.In a single sample,tourists' perception of food,transportation,leisure and price is low.Age samples,gender samples and income samples are affected by generational differences,gender differences and income differences,which reflect the perceptual choice in accordance with their own samples,but there is no significant difference between education samples.(3)Combined with the text data and questionnaire data,it is found that there are some problems in the process of tourism development in Suzhou,such as unbalanced development of tourism resources,misplaced perception of tourism image,and the construction of tourism infrastructure to be improved.