A Study Of Dongying Tourism Destination Image Perception Based On Web Text Analysis

In the background of increasing national income,tourists have higher and higher requirements for all tourism factors in the whole process of tourism.China’s tourism market has gradually changed from the competition of tourism resources,tourism products and tourism services to the competition of tourism images.In order to achieve the unity of the image of the tourist destination and the real tourist perception,we should establish a post-tourism feedback mechanism for tourists to enhance the positive and positive perception and weaken the negative and negative perception.With the development of electronic information technology,we analyze and study the travel notes left by the tourists on the travel portals,so that the image perception of tourism destination becomes a quantifiable concept.This paper focuses on the research sample of this paper in Dongying City,Shandong Province by combing the domestic and foreign literature on the perception of tourism destination images.The online text data selects the travel notes of Ctrip and Mafengwo websites with large influence and large number of users,and the questionnaire is distributed online and offline due to the impact of the epidemic situation;Comprehensively use the network text analysis method and questionnaire analysis method to study the perception of Dongying’s tourism image,explore the common and individual problems existing in the factors affecting the perception of Dongying’s tourism image,and then put forward suggestions for the promotion of Dongying’s tourism image.The conclusions are as follows:(1)Although the network data studied in this paper deviates from the actual survey data,they are generally consistent,so both can be used as data support for the study of Dongying tourism image,and the two complement each other,reflecting some problems in Dongying tourism perception image.(2)The most impressive tourist attractions are often the tourist attractions themselves,including the Yellow River estuary,wetlands,Sun Tzu Cultural Park,etc;Secondly,it is featured cuisine and tourist accommodation.Featured cuisine includes swordfish,hairy crabs and fried buns.Blue Ocean Hotel is the first choice for tourist accommodation,and tourists also pay more attention to the environmental sanitation of the hotel;The perception of tourism services and leisure entertainment is weak and needs to be strengthened.(3)In Dongying’s emotional image perception,positive and positive emotions account for the vast majority,the overall image is also good,and tourists’ willingness to recommend and revisit is also strong.(4)Through the analysis of the commonness and individuality of the network text and the data of the questionnaire survey,it is concluded that there are problems in the perceived image of Dongying tourists: fewer experiential projects in scenic spots,poor linkage between scenic spots,unreasonable price setting in scenic spots,poor quality of tourism service management,outdated public infrastructure,and insufficient tourism publicity.In view of the above conclusions and existing problems,the following suggestions are put forward to improve the tourism image of Dongying:(1)excavate the connotation of the scenic spot and improve the tourist experience.(2)Pay attention to the linkage of scenic spots and enrich tourism routes.(3)Standardize the scenic spot system and improve the service level.(4)Improve tourism facilities and create benchmark scenic spots.(5)Expand marketing channels and establish feedback mechanism.