Study On Tourism Destination Perception Image And Improving Strategy Which Based On Online Contant Analysis:a Case Of Hangzhou

With the expansion of tourism destination competition and the development of the levels of competition,tourism resources are no longer the only criterion of the evaluation of tourism destination image,it also expand to the competition of tourism destination image.Meanwhile, With the popularity of the Internet,it transform tourists’way of thinking model and behavioral,the mode of transmission doesn’t confined in paper media,TV media or the mass public’s praise.Therefore,it’s necessary to explore the distribution,internal relation of characteristic words,phrases of tourism image in order to improve tourism destination image.In order to analysis tourism destination perception image’s component and to make quantitative analysis,the thesis by ways of building analysis model.With the combination of qualitative and quantitative research methods,the thesis put to use structure and distribution of characteristic words and phrases as the measurement index,in order to explore tourists feedback mechanism after travel actively,consolidate the positive attitude of perception image and improve the perceived image of negative evaluation,finally to provide the advice for Hangzhou’s attractiveness and competitiveness.Firstly,the paper make an introduction to clarify the study background,its significance,research methods and the review of related researches.It put forward the idea of this study and assumptions,and find a breakthrough point of this paper.Secondly,the paper based on the attitude of ABC model, the cognitive--emotional--conation model, the tourism destination perception image model and the measurement system of tourism destination image model,in order to build the model of measurement system of tourism destination perception image.Then it build the model of the elements of tourism destination image which conclude with image cognitive elements,emotion evaluation,satisfaction and recommendation intention,high frequency characteristic words as the research index.The third part is the empirical study.The study adopts Hangzhou as a case,based on online travels data and content analysis method to analysis the tourism destination image of Hangzhou City progressively,which conclude the index of cognitive image,affection image and overall image.Finally,the paper make several suggestions to improve the tourism destination image of Hangzhou,summarize the research conclusion of whole article.the paper shows that tourists pay more attention in tourism attractions,then,tourism activities,tourism economic and social environment,tourism subjects.From emotional evaluation research,natural landscape, cultural landscape,delicious food achieve the most contentions.In the overall image’s study, "a paradise in the world" as synonymous with Hangzhou achieve the most tourists’ recognition.