Research On Perception And Promotion Strategy Of Red Tourism Image In Nanchang

From the theory of Cognition-Behavior,we can know that the cognition of tourist destination will have an important influence on the decision-making behavior,tourist behavior,satisfaction and willingness to revisit of tourists,and the image of tourist destination is an important part of tourists' cognition of tourist destination,and it is a kind of communication function of various elements of tourist destination through media in the hearts of tourists The comprehensive impression of tourist destination is one of the important factors to attract tourists.The promotion of image plays an important role in the development of tourist destination.The research on the promotion of the image of red tourism not only plays an indelible role in enhancing the attraction of red tourism destinations,but also plays an important role in inheriting and carrying forward the spirit of patriotism,promoting and promoting the coordinated development of the old revolutionary base areas,protecting and utilizing the sites of red resources,and cultivating and creating tourism growth points.With the rapid development of the Internet and the rapid rise of Ota in the information age,a large number of real and effective online travel notes and reviews have been produced,which provide tourists with a large amount of tourism information.Tourists can get a lot of information about tourism destinations from the information expressed or transmitted by other users.At the same time,the information displayed in the online comments or online travel notes of tourists can convey the likes and dislikes,feelings and satisfaction of tourists to the scenic spots.Through in-depth mining of its internal significance,we can identify the shortcomings of the destination,help to provide targeted improvement suggestions,and provide a new research direction for the study of tourism destination image.Based on the research of Nanchang red tourism image,this paper sorts the online comments about Nanchang red tourism scenic spot on three domestic mainstream OTA websites,namely,wasp nest,qunar.com and ctrip.com,and finally selects Bayi Square,Bayi Uprising Memorial Hall,Bayi Nanchang Uprising Memorial Tower,Zhu De's former residence and he long's commander with more than 100 cumulative comments The former site of the Ministry and the former site of the New Fourth Army are six red scenic spots as the research case points of Nanchang's red tourism image.Through the use of rose Cm6.0 excavates the collected text information,uses word frequency analysis and semantic network analysis to preliminarily explore the tourists' perception of the red tourism image of Nanchang City,uses emotional analysis to explore the tourists' emotional orientation towards Nanchang City,further uses the theme analysis method to excavate the internal relations between high-frequency words on the basis of word frequency analysis,and extracts the red tourism image of Nanchang city The theme classification,and further use IPA analysis method to build analysis model,explore the evaluation of tourists for the experience quality of Nanchang red tourism,according to the analysis results to find out the problems of Nanchang red tourism image and put forward corresponding solutions.The results show that:(1)The two attributes of military culture and red revolutionary culture are the most intuitive feelings of tourists for Nanchang city culture,which become the core label of Nanchang City Red Tourism Culture in the eyes of tourists;tourists have a higher perception of tourism tickets,transportation and other infrastructure.(2)The results of semantic network analysis show that the red tourism image of Nanchang City has an obvious "core edge" level,and shows four levels of content: "Nanchang history scenic spot characteristic".(3)The results of theme analysis show that tourists' perception and evaluation of red tourism in Nanchang is mainly reflected in four core themes: scenic spots and scenery,management and service,charge and consumption,significance and value.(4)The result of emotional analysis shows that tourists' emotional attitude towards red tourism in Nanchang is positive and optimistic.In the analysis of the text,54.5% of the tourists show positive attitude and evaluation towards Nanchang red tourism,only 4% of the tourists show negative emotions and dissatisfaction towards Nanchang red tourism.Further study on the positive emotions of 54.5% found that 23.4% of the tourists showed a high degree of negativity to the red tourism in Nanchang,which shows that the red tourism scenic spots in Nanchang are well received among the tourists.