Research On Inbound Tourists’ Perception Of Red Tourism Destination Image Based On Network Comment Analysis

Tourists’ perception of destination image can reflect tourists’ interest,desire,demand,as well as their feelings towards the destination,and reveal the shortcomings of the destination.By studying tourists’ perception of destination image,effective suggestions can be provided for destination development.In the context of "internet plus tourism",more and more tourists share their views on the destination through the Internet,and the academic circles has gradually attached importance to using these authentic user-contributed contents to study the destination image,so as to enrich the theory of destination image and provide reference for the propaganda and promotion of the destination.The latest national red tourism development plan indicates that red tourism should be developed internationally.In order to promote the realization of this goal,it is necessary to study the perception of inbound tourists on the image of red tourism destinations.Taking inbound tourists ’ perception of red tourism destination image as the research object,based on the dimension theory of destination image,the causal network structure theory of destination image and the behavior theory of tourism consumers,from the perspective of tourists ’ perception,taking inbound tourists ’comments of 4A and 5A level red tourism classic scenic spots on Tripadvisor website as sample data,using Leximancer content analysis tool,using content analysis method,comparative research method and emotional analysis method,this paper studies inbound tourists ’ perception dimension,perception content and negative perception of red tourism destination image,and draws the following conclusions : ○1 There are differences in the intensity of inbound tourists’ perception of the various dimensions of the image of red tourism destinations;the first level is the dimension of tourist attractions,among which the humanities attraction attract the most attention;the second level is the dimension of tourism environment,where the social environment is concerned At the highest level,the second level also has the dimension of local atmosphere;the third level is the leisure and entertainment dimension;the fourth level is the tourism infrastructure and service dimension and the public infrastructure dimension.○2 The cognitive image produced by inbound tourists is rich in connotation,mainly from the dimension of tourist attraction,followed by the dimension of tourism environment and local atmosphere.○3 In the affective image formed by inbound tourists,they think that red tourist destinations are interesting,nice,amazing and impressive.○4 Inbound tourists have produced a conative image of agreeing to other people’s use of red tourist destinations as their travel destinations.○5 The overall image of red tourist destinations in the hearts of inbound tourists is positive.○6 Negative perception of inbound tourists mainly includes five aspects :tourism attraction is too little and lack of authenticity;Poor maintenance of tourism environment;The wrong creation of local atmosphere;Poor tourism infrastructure;Imperfect public infrastructure.According to the research conclusion,based on the perspective of tourists ’ perception,this paper puts forward the international market development strategy of red tourism destination : firm cultural confidence and adhere to international development;Broaden promotion channels,grasp the focus of publicity;Grasp the main problems and actively improve and upgrade,in order to promote the international development of red tourism.