Perceived And Projected Images Of Zhenjiang City Tourism Contrasting Study

With the rapid development of Internet technology,the connection between Internet media and travelers has become increasingly close.Nowadays,the vast amount of online travelogues and reviews has become an important decision-making factor for tourists in choosing a tourist destination.Using online text data to study the image of tourism destinations not only helps to solve problems in terms of data quantity and time span,but also provides valuable references for the development of the tourism industry.Especially at a time of increased competition in the tourism industry,how to use online media to create a more competitive tourism image has become an urgent issue for in-depth research.As one of China’s famous historical and cultural cities,Zhenjiang attracts many tourists with its unique landscape scenery and profound historical and cultural heritage.However,in the fierce competition with other cities,how to explore the potential of local tourism resources and improve the quality of tourism services so as to create a more attractive tourism image has become an important issue in the development of the city’s tourism industry.To begin with,this study uses Python programming technology to capture tourism perception image and tourism projection image data from relevant platforms,and establishes analysis categories after data pre-processing.Secondly,based on the "cognitiveemotional" model theory and the basic analysis framework of the general tourism destination image research,the Zhenjiang tourism perception image analysis model,the Zhenjiang tourism projected image shift model and the image shift model were established with the help of the image flow relationship.Further,the network text analysis method is used to investigate the perceived image of Zhenjiang City tourism and the projected image of Zhenjiang City tourism in depth from the cognitive,emotional and overall image dimensions.Finally,a comparative analysis method is used to study the offset between the perceived image of tourism and the projected image of tourism in Zhenjiang City and the reasons for it,providing an empirical basis for research in this field.According to the findings of the study,cognition,emotion and overall image are the three key dimensions that constitute the perceived and officially projected image of tourism in Zhenjiang.Among the cognitive image dimensions,tourism resources,tourism facilities,tourism activities,tourism environment and consumer perception are the main categories.Specifically,tourists are most concerned with tourism resources and tourism activities,and in the perceived representation,these categories show structural characteristics of core,sub-core and peripheral components.Official promotion emphasizes the promotion of natural landscapes and the natural environment,while in the other sub-categories there is a low level of identification and misalignment between official projections and tourist perceptions.In addition,the study found that emotional images were dominated by positive emotions,but there were also cases of negative emotions generated by tourists.The official promotional texts are dominated by positive and neutral emotions.In terms of the overall image,the study found that the official projection focuses on the image of the famous mountain city,while tourists focus more on specific elements such as people,activities and transportation.Although the official projections and the perceived image of tourists are relatively consistent overall,there is still a degree of bias.These results provide valuable references and lessons for the communication and promotion of Zhenjiang’s tourism image.