Research On The Tourism Destination Image—Difference Of Guilin Based On Network Content Analysis

Based on the background of the deep integration of the Internet and tourism industry,the development of tourism was moving towards modern service industry rapidly.Tourism destination image was the reference factor for tourists to make decision.It was the important basis of market orientation of tourism destination and the core factor that affected the development of tourist marketing strategy and the core competitiveness of tourist destination.This paper studies the characteristics of tourism destination image of Guilin.It enriches the scholars' theories and achievements,and provides the reference for the destination joint marketing,seasonal marketing and development of quality products of tourism resources.Based on online travel notes on Guilin from the six major websites in China and publicities from Chinese tourism official websites and We-Chat accounts,applying the method of network content analysis,indicators of tourism destination image are evaluated.On this basis,applying the methods of single factor variance analysis and contrast analysis,this paper studies the differences of perceived image in different regions and different seasonal levels.Based on the analysis of projective image,the paper further explores the differences between perceived image and projective image.At last,this paper put forward strategies to improve tourist destination image in Guilin from the angles of regional difference,seasonal difference and supply-demand relationship.The main conclusions are as follows:Firstly,the tourist's cognition and familiarity were generally decreased with the increase of distance.There were no significant differences overall on perception in accommodation factor and regional popularity in different regions,and there were no significant differences on perception of 5 factors in cultural characteristic,traffic factor,sightseeing factor,price level and residents' friendliness among tourists in each two regions.The perception level of 3 factors of food cuisine,entertainment factor,and shopping factor was significantly higher in East China and South China tourists.The emotional image is slightly different,and the positive emotion increases with the increase of distance,and the intensity of the negative emotion decreases with the increase of distance.There was not much difference in compound image.Secondly,tourists' perception of the various factors was relatively weak in winter,and tourists' perception of the major factors was intensive in summer.There were no significant differences overall on perception in cultural characteristic,accommodation factor,regional popularity,price level and residents' friendliness for tourists who traveled in different seasons.There were significant differences on the perception in natural landscape,ethnic custom,food cuisine,traffic factor,sightseeing factor,entertainment factor,shopping factor,urban atmosphere,public infrastructure and climatic condition for tourists who traveled in different seasons.Tourists took a positive attitude which traveled in different seasons generally,and the compound image is not much different.Thirdly,the official tourist providers focused on the dissemination of tourism attractions,such as natural landscape,cultural characteristic and ethnic custom.The emphasis was the cultural characteristic of Guilin.The ethnic custom,accommodation,shopping,climatic condition,price level,resident's friendliness were not the focus of publicity seriously.It conveyed positive emotions mainly,and the overall projected image was positive and healthy with strong cultural characteristic.Fourthly,the main tourism activities were still sightseeing,and the natural landscape perception was more intensive.The official projection was a rich image of the product variety,and the official tourist providers promoted the long history and culture of Guilin.The weakest perceptive factors were shopping factor,climate condition and price level.The less promoted factors were accommodation and shopping factor.The climate condition,price level and residents' friendliness were not mentioned by official tourist providers.The intensive factors like regional popularity and urban atmosphere were in projected image but not in perceived image.It had no differences in emotional image of the two basically.The content of the compound image was generally consistent between perceived image and projective image.