Research Of Nanchang Tourism Destination Image Perception

With the rapid development and popularization of international technology and mobile terminal,there is an increasingly tie between modern tourists activities and the network.The internet has become a critical carrier of information which is quickly spread in modern tourists activities,and more and more tourists are now using the internet in virtual community platforms to share their experiences and feelings after a trip.This paper takes Nanchang city,the capital city of Jiangxi province,for instance,and firstly we do researches in tourists’ general image about the image of Nanchang’s tourism destinations form cognitive image and emotional image,and employ the approach of content analysis to research perceptual features of tourists’ cognitive image and classification structures about tourism destinations in Nanchang.In addition,a power-exponent curve fitting has done to variables by using the analysis function of SPSS.From the perspective of tourist gaze,with the research method of Grounded theory,the emotional image in tourist resorts is analyzed and tourists’ positive,neutral and negative perceived factors about the emotional image of tourism in Nanchang are also obtained;We use ROST CM,an analysis instrument of emotional tendency,to analyze the emotional tendency from high frequency word which are screened and can indicate tourists’ attitudes.Than,a comparative analysis about differences in the popularity of tourist attractions in Nanchang is finished from the perspective of tourist gaze and the official propaganda of the government.From the perspective of tourist gaze,interactive relationships among tourist attractions in Nanchang and the linkage mechanism among them are researched intensely from the perspective of official propaganda.Besides,a multidimensional classification has done to tourists attractions in Nanchang,and conclusions are as follows:Firstly,tourist attractions of human landscape are the general image that tourists have perceived about tourist sites in Nanchang;The elements of perceived image can be generalized into the six topics,which are Hero City,Historical and Cultural cities,Recreation,Shopping and Cuisine,Natural Scenery and Jamming Stove;The high frequency words in samples of travel notes are in line with Box-Cox power exponential distribution,which shows a feature of long-tail distribution;The semantic network graph of the image of Nanchang tourist attractions shows a structure of Core triangle-inner bounding-outside bounding.Secondly,tourists’ positive attitudes to the emotional image of tourist attractions in Nanchang take the main role,and tourists who have neutral attitudes account for a small part,while the proportion of tourists who have negative attitudes takes up a large part,and tourists’ negative attitudes in a medium and even high degree have a high proportion.Thirdly,the tourism administration of our government pays more attention to a balance among tourist attractions in the official propaganda.However,tourists focus more on their preferences and convenience when they are choosing tourism destinations.