Perception On Datong Tourism Image Based On Web Text Analysis

In the “Internet +” age,the image instead of scenery has attracted more travelers.Travelers often search tourist websites to get related information,so there is a natural tendency that using web text studies tourism image of tourist destination.Datong is a old city with profound historic culture,as well as a new city with modern atmosphere.The government try to transfer the major economic impetus from coal to tourist industry,so if we manifest the tourist’s perspective on tourism image of the City,it can make the city more competitive and improve local image.Under the circumstances,this paper,whose main source is the open-oriented Internet travel notes,apply document analysis method,grounded theory method and content analysis method instead of traditional research method to analyze the tourists’ sense and emotion on the city.But at present there is few reliable researches on it,so I add interview data to verify the results by Internet travel notes,which makes up for the lack of network text reliability research.This paper is made up four parts.First,based on the background and current research situation on tourism image,I come up with the research thought of this paper and explain the related basic theories.The second part is the research design,that is using Internet travel notes and grounded theory to construct a tourism image measurement system of Datong.The third part is the empirical study,and it can divide into two stages.On the first stage,based on the web text,the first analysis is the tourist perception of Datong cognitive image,which includes the deep degree,positive and negative factors of tourists.the second analysis is the tourist perception of Datong emotional image and overall image.On the second stage,in order to ensure the reliability of the former results,I add the interview data to validate the result of the web text data.The fourth part is the conclusion and suggestion,that is summarizing the conclusion of the article and putting forward the Suggestions to promote the image of Datong tourism image,based on the conclusion of two kinds data.By analyzing,the main conclusions of this paper are:(1)Although there are some small differences between the result of web text data and interview data,the melody of them is consistent,which indicates that the web text data is a reliable data source to study tourism image.(2)The degree of impressive of the tourists perspective,sortinghigh to low,is the tourist attractions,tourism facilities and services,tourism management and tourism environment and atmosphere.(3)Tourists perception of positive factors mainly include eight aspects : spectacular humanities landscape,delicious cuisine,unimaginably architecture technique,convenient traffic,profound history and culture,preserve completely landscape,cheap food and unexpected city image.(4)Tourists perception of negative factors mainly includes seven aspects :weathered seriously tourism landscape,cold weather,unsavory food,waiting long for dining,inconvenient traffic,similar human landscape and expensive tickets.(5)Tourists perception of Datong emotional image is positive,and tourists perception of Datong overall image is good,with high revisit intention.