A Research And Application On Tourism Destination Network Image Model

Tourism destination network image(TDNI) is a major component of tourism destination image. TDNI objectively reflects the tourist destination’s "survival" on the Internet. TDNI is the main embodiment of tourism destination network marketing effect. TDNI also affects the decisions of potential tourist destination’s choice. Therefore, the measurement research of TDNI is significant.In this paper, the tourism destination network image model is proposed from the angle of computer including the conceptual model, the logic model and physical model. This research not only enriches the concept of tourism destination image research, and increases the thinking and method of quantitative measurement of TDNI.In this paper, the author selected 153 National 5A tourist attractions as the research object, crawled huge amounts of data which existed really and objectively on the Internet,developed a text analysis program for data analysis, and calculated 153 National 5A tourist attractions ranking, based on the dimension and the measurement method whose were designed. The author discussed TDNI of National 5A tourist attractions from overall ranking, cognitive and affective bivariate distribution, spatial distribution pattern, the provincial situation. The analysis results show four characteristics: 1)Overall performance is not satisfactory, the lack of star scenic spot; 2) the differentiation of cognitive and affective image is obvious; 3) high-score scenic spots distribute in the eastern coastal and southern Yun Gui Chuan feeder; 4) the differentiation of the provincial image and number is obvious.Internet big data technology, GIS spatial analysis and Web GIS visualization display technology were applied to the tourism industry in this paper. The feasibility and correctness of the designed model was confirmed through the case study. Ranking results were combined with geographic for visualization display that increases interaction between data and human with Web GIS online.The evaluation of network image of National 5A tourist attractions is objective and to the point. The results reflect the real existence of scenic spots on the Internet. And the results have some promoting and supporting effect for the tourists choosing travel destinations and the marketing of scenic spots.