A Comparative Study Of Gulangyu Island’s Tourism Perception Image And Projection Image Based On Web Text Analysis

With the continuous improvement of people’s living standards and tourism needs,the tourism industry has played a pivotal role in the development of the country,which also marks the period when the development of tourism has entered and guided by "tourism image".If the tourist destination wants to attract more tourists to come to travel,it must build a brand image on the tourist destination.In the context of the increasingly perfect network infrastructure and the popularity of the Internet,tourists can pass on what they see in tourism,and pass on online travel notes,WeChat,Weibo,TikTok and other methods to the majority of netizens.On the OTA platform,a large number of online travel notes have a far-reaching effect on the potential tourists’ tourism willingness and the composition of tourist destination tourism image.The case study of this paper is Gulangyu Scenic Area.Through the analysis of domestic and foreign scholars’ researches on tourist destination image and text analysis,the paper studies and analyzes the tourist perceived image and the official image of the tourist destination.The first is data collection,Online travel review texts reflecting the perceived image of tourists in Gulangyu are collected through Ctrip,Qunar and Lvmama,and relevant texts reflecting the official projected image of the tourist destination are collected through the official website,Weibo and WeChat of Gulangyu.The second is empirical analysis,The ROST CM software is used to carry out statistical analysis of the high-frequency words of Gulangyu’s official projection and tourists’ perception,and the generated high-frequency word list is used to obtain tourists’ cognition and emotional image of Gulangyu.Finally,through the "identity-dislocation"analysis method,the author makes a comparative study of the official projected image of Gulangyu and the tourist perceived image,and obtains the commonness and difference between the two.According to the analysis:① In terms of perception image:In the four main categories,the highest frequency is tourism attraction,and in the 15 subcategories,the highest frequency is cultural landscape.The analysis found that the image of Gulangyu has a lot of room for improvement.Some scenic spots and shops of Gulangyu have the common problem of homogeneity.The main factor that caused this phenomenon is that its uniqueness is not prominent enough,and it is easy to be imitated and copied,which makes it lose its attraction in tourists’ tourism activities.②In terms of emotional image:Tourists’ emotional image cognition of Gulangyu’s tourism image is mainly positive and positive,but there are also 12.21%of negative impressions.The causes of negative emotions and evaluation are mainly focused on serious commercialization,excessive development,too much walking,hot weather,hot weather,noisy,and not enthusiastic waiters.③ Tourist destination projection image and tourist perception image comparison:The humanistic tourism attraction of the two is the highest frequency,both of which pay more attention to the humanistic tourism experience,but the focus of humanistic tourism elements has a certain degree of dislocation and deviation.To sum up,the following nine suggestions are put forward for improving the image of Gulangyu Scenic spot:Digital technology achieves cultural and tourism innovation;Digital technologies help with advocacy;Enrich humanistic connotation,promote cultural and tourism integration;Balance protection and development to revitalize cultural and tourism heritage;Strengthen order management and strengthen weak areas in infrastructure construction;Establish music culture brand and realize music tourism strategy;Excavate the cultural core of the scenic spot and make characteristic film and television works;Restrain homogenous commercial behavior and build differentiated commercial complex.