Research On The Image Of Mudanjiang Tourist Destination Based On Network Text Analysis

In recent years,with the improvement of the public economic ability,education level,and cognitive level,Chinese tourists have increasingly paid attention to personalized and characteristic services in their travel activities,focusing on deep perception and feelings,and gradually grasped the voice of the development direction of the tourism industry market.How to improve tourism products and improve the image of tourism destinations to meet tourism needs is a key issue for relevant enterprises and academia.Through the analysis of tourists’ behavior,it can be seen that tourism destination images have a significant impact on tourists’ behavioral choices and conceptual judgments;Extensive collection and in-depth analysis of tourists’ cognitive status and causes of tourism destination image should contribute to enhancing travelers’ confidence and correctly developing tourism marketing activities.With the development and widespread application of network information technology,a large number of travelers have shared their travel experiences through network platforms,accumulating a large number of timely and realistic online travel notes,and these travel notes contain a large amount of cognitive data about the image of tourism destinations.By combing and integrating online travel notes and constructing relevant text databases,and introducing appropriate research methods for analysis,it is possible to grasp the cognitive state of tourists on the image of tourism destinations,bringing a new perspective to the study of tourism destination image perception.This study focuses on the use of online text analysis,combining qualitative and quantitative methods to conduct a study of travelers’ image perception of travel target areas;After comparing the perceived image and projected image,the gap between the perceived image and projected image of the travel target area was found,and specific suggestions were provided for improving the urban tourism image of Mudanjiang in response to this situation,which would be helpful in meeting the needs of passengers and improving the economic benefits of tourism.In terms of specific methods,this research collected the travel notes of tourists in "Mafengwo","Ctrip" and other software by using crawler software,and also collected the reports of Mudanjiang tourism official portal,microblog,and official account by manual means;Based on the above data,this article analyzes the cognitive image,emotional image,and overall image of Mudanjiang’s perceived image and official projected image,and conducts a comparative study of the differences.The research results show that:(1)The overall perceptual image of Mudanjiang is relatively good,and travelers have a high degree of satisfaction with factors such as Mudanjiang Jingbo Lake,the location division represented by Xuexiang,and the supply structure of ice and snow tourism products.There is also a good homonymous relationship between tourists’ subjective perception of tourism attraction characteristics and object projection representations in other areas of Mudanjiang;(2)Mudanjiang still has problems such as fewer tourists in spring,vacant tourist sources in some regions,low average consumption levels,high proportion of short distance trips,unclear image portrayal in some areas,insufficient utilization of airport traffic,and confusion in scenic area management;(3)There is still a certain mismatch between the perceived image and projected image of Mudanjiang as a tourism destination.This mismatch is mainly caused by the differences in the positions of demanders and suppliers,as well as the limited scope of text collected for promotional materials.It is specifically manifested in the positioning of natural attractions,tourism promotion,tourism activities,and other aspects.This mismatch is an element that still needs to be improved in the development of Mudanjiang as a tourism destination.After obtaining the above research results,this article proposes six suggestions for improving the tourism image of Mudanjiang and the specific construction of the tourism industry,including strengthening the integration of characteristic resources,creating a red tourism brand,improving the construction of supporting infrastructure,improving the overall management level of scenic spots,enriching and expanding the tourism image,and innovating and optimizing marketing publicity,providing practical guidance to a certain extent.