A Study On The Strategy Of Image Restoration In Tourism City After The Network Public Opinion Crisis

Compared to conventional public crisis,network public opinion crisis has a higher spreading rate and a wider range of audience.It is much more likely to leave a strong,negative impression on netizens and influence their choices of travel destination,which will be a major blow to the local tourism.City image is an essential intangible asset to a city,especially a tourism city.It is of great realistic significance to investigate ways to restore the impaired city image and to prevent such crisis in the future for the continuous,positive growth of local tourism.In this thesis,the author first defines several core conceptions and basic theories and simplifies the tourism city image into three fundamental aspects:government image,citizen image and environment image.Then,giving an analysis of the case of"Astronomically Pricey Shrimps" in Qingdao,the author points out the key time points of the network public opinion crisis and the inappropriate measures adopted by local government against the crisis,summarises the impact on the city image of Qingdao and evaluates the restoration strategies of local government.Several initial conclusions are obtained from the case study:Network public opinion crisis has increased the difficulty of image restoration.Under these circumstances,simply applying the Image Restoration Theory of William Benoit will not be sufficiently effective.In this case,local tourism brands,the mobilisation ability of the government,the status of market control and the focus of public opinions should be taken into account.Next,this thesis summarises the key features of negative network public opinions,the reasons that trigger the negative comments and the shortcomings revealed during the government's confrontation with the network public opinion crisis.The thesis then goes on to the analysis and summarisation of its negative effects.At last,the thesis makes suggestions on image restoration strategies after network public opinion crisis,pointing out that government is largely responsible for the restoration.With respect to the government,image restoration should be carried out in three aspects:enforcing the monitor of public opinions,rebuilding the credibility of the government and integrating different ways of information dissemination.Encouraging participation and telling more ordinary folks' stories will be the key step to restoring citizen image.If environment image is damaged,instead of trying to restore city image and public opinions in the first place,the primary things to be considered are to minimise the loss,properly handle the issues,determine the cause and liability and eliminate any hidden danger.