Research On Image Perception Of Ganqing Grand Ring Road Based On UGC And Questionnaire Survey

The Ganqing Grand Ring Road is a large-scale tourism ring road with high popularity in recent years,but at present,there is little research on it and theoretical understanding is relatively lacking.Therefore,based on a systematic review of the tourism resources and development status of the Ganqing Grand Ring Road,this article deconstructs and analyzes its tourism destination images,with a view to studying,judging,and guiding the tourism promotion and planning work of the Ganqing Grand Ring Road.Based on the"cognitive emotion" model,this article uses UGC data and questionnaire data collected from Ctrip,Qunar.com,and Mafengwo to explore the individual and overall tourism image of the Ganqing Grand Ring Road,taking Mogao Grottoes,Qicai Danxia,Chaka Salt Lake,and Qilian County as typical case studies,and compares and analyzes the differences between different types of destination images and the conclusions of the two methods,Put forward scientific countermeasures and suggestions for the development and marketing of the Ganqing Grand Ring Road.The conclusions are as follows:(1)Natural resources and Buddhist resources are the advantageous tourism resources of this route.The natural landscape is dominated by mountains,lakes,fields,forests,grass,and sand,among which water scenic tourism resources are more favored by tourists.The concatenation of various tourism landscapes constitutes the basic cognitive image of the"Tour Short President" and "chartered car and self driving" of the loop line.The emphasis of each region of the loop line varies.Gansu section has many historical and cultural scenic spots,while Qinghai is more natural.(2)The trend of tourists’ emotional attitudes in each case area is roughly the same,with positive evaluation being the main factor.The tourist perception of Mogao Grottoes is the best,while Chaka Salt Lake is the worst.Tourism resources and tourism environment are the main sources of tourists’ positive perception.The negative emotions of tourists are mainly caused by subjective factors such as eating habits and travel fatigue,as well as objective factors such as poor management of tourist attractions and tourism markets,and high consumption.The perceptual elements of cultural landscapes are significantly more than natural landscapes.(3)The overall image of the Ganqing Grand Ring Road is mainly for sightseeing and the most beautiful tourist route.Its tourism resources have strong heterogeneity and diversified tourism image elements.The tourism image and the loop line itself form a complementary superposition effect.(4)In terms of method comparison,online text data emphasize the tourism experience,and more tourists hold a neutral attitude.The emotional trends reflected by the two types of data are basically consistent.The questionnaire highlights advantages,while the text highlights disadvantages.The superposition of the two data results presents a relatively complete tourism image of the Gansu Qinghai Grand Ring Road.(5)The tourism image of the Ganqing Grand Ring Road is comprehensive and complex,and is dynamically composed of multiple elements.The formation process of tourist cognition has undergone a combination of three stages:point line surface.In subsequent operations,the following four aspects can be considered to enhance the tourism image:differentiated positioning to enrich the tourism image;Focusing on the Hexi Corridor,exploring cultural connotations;Improve service facilities and tourism environment;Open up the marketing market for the main consumers.