A Research On Tourism Destination Image Perception Of The South Taihang Tourism Resort

In recent years,with the vigorous development of tourism industry,market competition is also gradually increasing.The image of tourism destinations plays an important role in attracting visitors and enhancing the competition of destinations.The shaping and spreading of good tourism image has become the key to the success of tourism enterprises.Therefore,we study the tourists’ destination image perception,which will significantly contribute to the increase of the competence so much as the sustainable development of a certain tourist area.After studying a lot of literature,the author finds that the research on the image of tourism destination in China is mostly limited to a single questionnaire survey and network text analysis.The content of the study is also limited to the design and development of tourism image.Few scholars have studied the perceived image of tourist destination through the combination of traditional questionnaire survey and content analysis in the new media era.In this paper,the author uses the "cognitive-emotion" model and the SPSS software,ROST word frequency analysis software,to explore the relationship between the questionnaire and the network analysis method,which is based on the questionnaire survey and the network text analysis method.This paper studies the tourists’ understanding of the image,emotional image,overall image and willingness of the South Taihang Mountain,and puts forward the strategy of enhancing the tourism image of South Pacific.The main results showed that:(1)We discussed on the optimization of destination image measurement that web text can be used as the main data source for the purpose of topographic image measurement.(2)The questionnaire and the network text have their own advantages and disadvantages.The contrast between the two can highlight the problem,breaking the limitations of a single measurement method.(3)There are some differences between online and offline in the distribution of tourists.Travel publisher are mainly from the Soviet Union,Shanghai,Hangzhou Zhejiang area online.Tourists are mainly from Huixian,Xinxiang City,and Hebei,Shanxi,Beijing,Tianjin and other regions offline.(4)On representative scenic spots,the most representative of the southern Taihang scenic area is eight Li ditch,followed by ten thousand mountains,through online and offline.(5)In terms of cognitive image,in the perception of the subject is basically the same,but there is a slight difference in the index of perceived intensity online and offline.Visitors’ impressive perception is the natural tourist attractions,and the diet isn’t obvious online.Visitors’ deepest perception is safe,and shopping isn’t obvious offline.(6)In the aspect of emotional image,the positive evaluation is the main factor.But,the negative evaluation should not be underestimated.Positive emotions accounted for 68.9%,the proportion of neutral emotions accounted for more than 15.44%,negative emotions accounted for more than 15.66%.There are positive evaluation of 308,negative evaluation of the 70 among them.(7)In terms of overall image and willingness to revisit,the overall image perception is based on satisfaction,and most visitors said they would revisit.