Research On The Tourism Destination Image Of Acient Town Based On Network Data

Ancient town tourism,with traditional ancient architecture,profound historical culture,honest folkway,attracts a large number of tourists.However,with the growing maturity of the tourist market,competition in the different tourism destination is continuously worsening,causing much more serious homogenization phenomenon,especially in the aspect of resource endowment and market positioning.Thus,in order to win in the market competition,creating a unique and accurate image of the ancient town tourism is the key point.Since the beginning of this century,traditional industries are constantly changed the direction of developnment by the rapid development of the Internet.While for tourism industry,Internet has not only opened up a new marketing mode for tourism destination,including the self-built website or website portal,tourism e-commerce website,media and so on to carry out network marketing;but also produced a significant impact on the decisions tourists make,a large number of blogs on the internet and tourism promotion information are becoming an important reference for tourism decision-making.Therefore,it is necessary to study the image of the ancient town based on the network information.In this study,the content analysis method,NVivo software analysis method,ROST software analysis method and comparative analysis method were used to study the Nanxun ancient town as the research object.First of all,the domestic and foreign tourism destination image research results were summarized.Then the tourism information on the Nanxun ancient town official website and travel notes on Ctrip.com and Mafengwo.cn were conducted data collection and processing.After that,with the help of semiotics and tourism gaze theory,the propaganda image and the tourists' perception can be compared to find similarities and differences from the aspect of Web text and images.It was found that the two kinds of image had higher fitting degree.The landscape architecture,ancient bridge and water lane,the life of local people were the core elements in the both image.But the differences still could be found,for Ancient town official,it was more inclined to promote the culture of Nanxun through the core elements,while tourists were more emphasis on the quiet and leisurely life experience in the town;Furthermore,the propaganda image tended to be “perfect”,tourists paid more attention to the authenticity of the landscape.The consistency and inconsistency between the official and the tourists in the visual representation of the destination image,was mainly because of the meaning two explaining,but the guidance of the official would accelerate the consistency between two image.While the consistency still could be found in some characteristic landscape image of destination within the group of tourists,this was because of the interaction in the group internal perception.Both of the consistency illustrated the existence of multiple representations of cycles.Finally,based on the above research,three strategies,with the reasonable choice of image promotion factors,increasing the image of the publicity,guiding tourists to the cultural symbols,had put forward to better shape and spread the tourism image of Nanxun ancient town.