Research On Image Perception Of Tourism Destination In Sanya Based On Web-text Analysis

With the continuous enhancement of the scale and quality of China’s economic development,the public’s demand for tourism is gradually developing towards the direction of individuation,customization and differentiation.By creating a tourist destination image with good user reputation and brand value,it not only helps to enhance the siphon effect of tourists,but also helps to show the positive image of the tourist destination to the whole society.Especially with the vigorous development of the network economy.Using network economic means to promote the image of tourist destinations can make the brand image and value image of tourist destinations leave a deep imprint in the minds of users.In this paper,the popular tourist attractions in Sanya City as the case study object,on the basis of literature review,starting from the development status and destination characteristics of the popular tourist attractions in Sanya City,using network text analysis method to study the image perception of its customers.Firstly,with the help of network text analysis method,this paper grabs first-hand data from well-known online tourism websites in China,and constructs a cognition-affective model to carry out differentiation analysis on them.Then we use ROST software to do quantitative research on the primary data,and then get the standardized data of Sanya tourism destination image perception.Similar methods were used to obtain the official projected images of Sanya famous tourist attractions from the official websites and "We Media" platforms.Finally,the projected image of the official destination and the perceived image of tourists are compared horizontally,respectively from the perspective of attention,image transmission effect,cultural resource transmission degree,tour mode/time and other dimensions of comparison,and then put forward feasible strategies to significantly improve the image of Sanya tourism destination.The research of this paper has drawn the following six conclusions :(1)Based on the analysis of the basic characteristics of tourists,we can get the relevant data of Sanya tourist destination,such as the mode of travel and The Times of play.(2)At present,tourists’ image perception of Sanya as a tourist destination is characterized by alienation from business trips.Among them,the perception of cultural resources is not high.(3)On the macro level,tourists have a positive perception of the overall image of Sanya as a tourist destination.And this positive attitude is gradually showing a rising trend of development.(4)Tourists have a strong desire to revisit Sanya.In the future,Sanya scenic spot management department can adopt diversified means such as product marketing and experience marketing to improve the return visit rate of tourists.(5)There is a big difference between the official projected image of Sanya tourism destination and the perceived image of tourists.However,there are differences in the effectiveness of the overall environmental communication activities,the timeliness of the transmission of cultural resources,and the real perception and experience.(6)Based on the empirical research results of this paper,this paper puts forward some strategic suggestions aimed at optimizing the tourism resources of Sanya,consolidating the hardware and software foundation of Sanya tourism,improving the publicity of Sanya tourism image and building the tourism communication ecosystem of Sanya.