Research On Tourism Perception Image Of Jiangyin City Based On Analysis Of Online Travel Notes

Jiangyin City,referred to as Cheng,is located in the south of Jiangsu Province,in the middle of the Yangtze River Delta economic zone.It is one of the most economically and culturally developed cities in contemporary China.This paper analyzes the main indicators of Jiangyin’s tourism industry from 2016 to 2020,and finds that the development of tourism industry in Jiangyin in recent years is not only small in scale,but also slower than the development of the overall GDP.In the opening ceremony of the 17 th China Xuxiake International Tourism Festival in June 2022,it was mentioned that Jiangyin should accelerate its transformation from "famous historical and cultural city" to "famous cultural and leisure city".In recent years,Jiangyin is accelerating the pace of cultural and tourism development.Accurate and reasonable tourism image positioning can gain more advantages in the tourism market.Therefore,this paper chooses to study Jiangyin tourism through tourism image.Starting from the perspective of tourists,the main body of tourism,this study uses the collection of tourists’ online travel notes as the original sample data,and follows the research steps of sample collection--primary coding--category construction--word frequency statistics--result analysis.The online text data were collected from four representative tourism sites,and the grounded theory research method was used to classify 210 travel notes into five first-level categories: "destination perception","tourism services and facilities","Tourism experience mode","destination attractions",and "tourist behavior".In addition,Python code was written to conduct statistical ranking of high-frequency words for online travel notes,and the depth of perception,positive perception elements and negative perception elements of Jiangyin tourism image were analyzed by combining category list and NVivo analysis tool.In addition,this study also collected the jiangyin Cultural and tourism department in the promotion of the sample data,based on the IPA(Importance Performance Analysis)model comparison is the field of tourist image perception and the projection image,The analysis is carried out from three dimensions: projected-perceived image co-word analysis,projected-perceived image difference analysis and perceived-projected image difference analysis,so as to provide the basis for determining the tourism elements that should be strengthened or weakened.In Chapter five,according to the results of sample data analysis,the strategies for improving Jiangyin’s tourism image are given from five aspects,namely,improving tourism services and facilities,improving destination perception,improving tourism attraction product design,mining and developing new tourism attractions,and improving tourism image publicity.