Research On Optimization Strategy Of Theme Park Tourism Image Based On Network Text Analysis

With the rapid development and popularity of the Internet and tourism network platform,more and more tourists willing to obtain tourism-related information,arrange their travel schedule by referring to other people’s travel evaluation,and share their travel experience through online channels.The development of Internet and its wide application in tourism not only provides a more convenient platform for tourists to obtain tourism information,but also provides a broader and more efficient communication medium for destination marketing organizations to promote destination brand image.Tourism destinations also begin to pay attention to new media technology for online marketing and services,release tourism information,enhance the exposure of scenic spots and tourism brand promotion.To a certain extent,the competition among tourist destinations has become the competition of tourist images.Based on the case study of Zhengzhou Fantawild Adventure,on tourists comments and official data released by the tourism information data source,by text analysis tools ROST CM,using the network text analysis,explores tourists comments reflected in the data of Zhengzhou Fantawild Adventure tourist image perception,and the official data reflected by the respective characteristics of tourism image projection,their similarities and differences,analyzes the reasons for the differences,and then puts forward suggestions for Zhengzhou Fantawild Adventure tourism image promotion strategy.First,this paper explores the perception image of Zhengzhou Fantawild Adventure formed by tourist comments,and uses ROST CM to summarize the tourist perception image into five main categories: comprehensive perception,tourist attractions,tourism surroundings,supporting facilities and managing services.Through the analysis of emotional image,it is found that the tourists have a positive and aprroval attitude towards Zhengzhou Fantawild Adventure.Secondly,it analyzes the tourism projection image formed by officials from the three parts of image composition,emotional image and overall image by using ROST CM to analyze the tourism information released by managers through the official website and We-Media platforms.The elements of projected image are summarized into five main categories: brand image,tourist attraction,tourist environment,supporting facilities and managing services.In the emotional analysis of projected images,positive emotions dominate.Thirdly,from the perspective of cognitive image(image composition),emotional image and comprehensive image,this paper compares and analyzes the perceived image and projected image of tourists in Zhengzhou Fantawild Adventure,finds the causes of differences lie in the perceived subject differences,the goal differences between tourism supply sides and tourism demand sides,and the research data limitations.Finally,this paper puts forward the promotion strategy of Zhengzhou Fantawild Adventure tourism image from four aspects: strengthen the ip-based brand,continuously improve the quality of tourism reception service,optimiz ticket prices and improve internal consumption,and establish the communication feedback mechanism of tourism image.