Study On The Tourism Attention And Image Perception Of Film And Television Bases Based On Internet Information

In the context of the increasingly prosperous film and television industry,film and television tourism has shown a trend of rapid growth.As a typical experiential tourism product of film and television tourism,film and television bases are an urgent problem to be solved in China’s film and television tourism market,expanding the source market of tourists and enhancing the recognition and recognition of tourism resources of film and television bases.and tourism image characteristics are very important.Based on Internet information such as Baidu Index and short travel commentary texts,this study systematically studies tourism attention and image perception in China’s film and television bases by means of seasonal concentration index,spatial autocorrelation,social network analysis and content analysis.The development of base tourism provides an important reference.The study shows:(1)From 2011 to 2020,the Internet attention of China’s film and television bases showed a trend of first increase and then decrease,reflecting the development status of film and television bases,changes in film and television production models,changes in video industry consumption patterns,and the general environment of the tourism market.In addition,the seasonal differences in the Internet attention of China’s film and television bases are becoming more and more obvious,and the peak fluctuation is basically the same as the distribution of major holidays.The decline in the attractiveness of film and television tourism has affected the stability of tourism demand.(2)The Internet attention of film and television bases presents a spatial pattern of less hot spots and more cold spots,and an obvious “southeast-northwest” gap,reflecting the influence of regional economic level and geographical factors on the tourism demand of film and television bases;film and television bases The tourist attraction of China has a relatively obvious “head effect”,and the source market of film and television bases in underdeveloped areas has higher instability.(3)The information interaction network of China’s film and television bases has obvious polarization characteristics.The mutual attention of provincial film and television bases shows high regional imbalance and obvious directionality.A few provinces and regions play an important "media" role in the information interaction network of film and television bases.(4)Tourist attractions,tourist experience and tourism services together constitute tourists’ cognitive image of tourism in China’s film and television bases.The image of tourist attractions is very prominent,and tourists’ emotional level is mainly affected by the quality and abundance of tourist attractions.The core products of film and television bases have different attributes and characteristics such as viewing experience,interactive experience,and scenic sightseeing.Tourists of different film and television bases have different levels of cognition and emotional expression of specific tourist attractions.(5)The overall image of tourism in China’s film and television bases is dominated by positive images,but tourists show higher general emotions,lower willingness to revisit and recommend,and lower overall satisfaction.There is a large gap between the actual image perception of film and television base tourism,the projected image of film and television works and personal expectations,which will lead to negative emotions for tourists.The study results of this paper can provide the following five inspirations for the development and construction of tourism resources of film and television bases:(1)Strengthen standardization and guidance,and promote the sound development of film and television tourism market through macro-control means such as current situation investigation,policy guidance and sound mechanism;(2)Explore a reasonable development model,such as improving the long-term film and television production capacity and strengthening the cooperation and linkage with surrounding film and television bases and enterprises,so as to improve the overall competitiveness of film and television base tourism;(3)Aim at the source market,comprehensively consider the potential source of tourists,tourism consumption potential,consumer demand preference and other factors,and carry out film and television marketing and network marketing;(4)Pay attention to the shaping of characteristic image,and improve the identification of product image by strengthening the deep integration of film and television,tourism and culture,eliminating negative image and strengthening core product attributes;(5)Optimize tourism resources and service facilities,and improve the quality of tourism experience by regularly repairing equipment and facilities,updating technology and improving service level,so as to maintain the long-term attraction of film and television bases.