A Research On Tourism Destination Image Perception Of Mount Huangshan

Along with the rational shift of tourists’ preference, modern tourism destination have a deep contest in image competition. Under the influence of all kinds of elements, tourism destination image begin a complex and subtle transmissions for the market. To achieve both highly unity, we should search for establishing and strengthening the after-purchase feedback mechanism actively to carry on the existing advantage and turn to weakening the impacts of negative perception. Nowadays, the Internet trend urges human thinking and behavior patterns to accelerate change. For modern tourism destination, Internet is the mainstream channel of image marketing and market exploitation, also the powerful facility of decision optimization and comprehensive perception.Research process:①Problem presentation:On the premise of widely sorting the literatures and deeply refining relevant theory and resumptively analyzing the regional background of Mount Huangshan, the article puts forward to the necessity and feasibility of researching Mount Huangshan image perception by Network text analysis.②Problem analysis:based on summarizing the research findings about tourism destination image perception at home and abroad, the article constructs its theoretical framework. Standing on the new point, the article uses ninty-six pieces of screening travel notes from Ctrip as subjects, picks up the high-frequency vocabulary with the help of Rost content mining software, sets up the analytical category, then gains tourists’ comprehensive perception about Mount Huangshan, grasps tourists’ psychological activity and behavior characteristics. Consulting grounded theory, the research refines the negative perception step by step and seek the differences even roots between the destination image and the perception.③Problem solving:In line with the representation and issues from image deviation reflected by negative perception, the article makes recommendations around tourism resources development, tourism public services, tourism personalized service, tourism destination campaign, the government management and planning, aimed at advancing levels of tourist satisfaction practically and optimizing the tourism destination image. Conclusion:①In the light of tourists’ basic features clearly showed by sample, such as source, travel mode, travel time, travel times, days, optional tour, On the influence of Regional differentiation rule and Distance decay rule, we can obtain that the market of Mount Huangshan is based on Jiang ZheHu and radiating outward to some convenient cities. Travel mode and travel time present diversification and independency increasingly. There still exists a large space in future enhancing the return rate. Tourists prefer optional tour lasting two days generally.②Refining the high-frequency vocabulary, we can find that tourist’ cognitive image and emotional image are focused on four aspects, including tourist attraction, the environment and atmosphere of scenic area, the reception of services and facilities, the whole atmosphere. Thereinto, active perception is mainly expressed by some wods, such as beautiful, steep, fresh, comfortable, happy, excited. Negative perception is mostly embodied by some words, such as dangerous, changeable, crowded, expensive, regretful, tired.③About revisitiing willingness, tourists are satisfied with the whole image of Mount Huangshan. Conditions permitting, there exists a strong trend on revisiting.④Finally, laying a dazzling vacancy on human resources, tourists’ perception about Mount Huangshan is mostly inclined to natural resources. It departs from Mount Huangshan as the world natural and cultural heritage. Above all, the local tourism administration department still takes a heavy burden and embarks on a long road in the area of planning, administration and propaganda.