Differences Of Online Destination Image Perception Research Of Inbound Tourist Based On UGC Photograph

The rapid development of the Internet and social media has resulted in a large number of user-generated contents and data.As an important part of UGC,Photographs providing a new source of data for tourism research.More and more scholars have also begun to make use of social network UGC data for tourism research.Destination image perception has always been one of the hottest areas in tourism research,and the study of the destination image perception of inbound tourists is the basis for overseas marketing of domestic destinations.In the past,the research on destination image perception of inbound tourists uses traditional methods,such as questionnaires,interviews and manual analysis of networked texts.However,there are many shortcomings such as too few sample data,high data acquisition cost and too much subjectivity.Therefore,adopting a more objective and convenient method to analyze destination image perception of inbound tourists using the massive UGC data is very important for the marketing and promotion of the destination in China.This study proposes a new method to study the online destination image perception differences of inbound tourists.Based on the picture metadata set provided by Flickr,this paper uses the method of big data mining to analyze a large number of tourists’ information carried by the pictures.Analyzing image metadata and picture comments to get the online destination image perception of inbound tourists.According to the origins of inbound tourists,this paper divided tourists into western inbound tourists and oriental inbound tourists,in order to study differences of the east and west inbound tourist online destination image perception.This paper takes Shanghai as an example to verify the feasibility of the above method.The results show that the proportion of tourists from all sources is greatly affected by the economic and trade relations and geographical relations,and some may also be affected by such factors as major festival activities or geopolitical relations which will produce short-term fluctuations.In terms of the cognitive image,Shanghai in the eyes of inbound tourists is a city that combines modern business atmosphere with historical and cultural details.Among them,the main concerns of inbound western tourists are the buildings and the famous attractions in Shanghai.In the eyes of western tourists,Shanghai is a city full of both modernity and traditional culture,with distinctive architectural features.However,oriental tourists think Shanghai is a lively city.In terms of the emotional image of Shanghai,"great" and "beautiful / pretty" are appropriate words to describe this city.Due to the enthusiasm of western tourists,they prefer to use strong emotional expression of feelings such as "great" and "beautiful / pretty" to describe the emotional perception.Oriental inbound tourists are more restrained in their emotions.Their most important term for the perception of Shanghai’s emotional image is "beautiful." Furthermore,according to the analysis of the picture content,the result shows that the magnificent and modern architecture is more likely to lead to the emotional perceptions of "great" and "beautiful / pretty" of western tourists,while the atmosphere and the pictures of the natural scenery are more likely to lead to the "beautiful / pretty" feelings of the tourists from the east.