A Study On Image Perception Of Gannan Tibetan Autonomous Prefecture Based On UGC Data

At present,the tourism of China has developed rapidly.The image of tourist destination has become one of the most profound factors affecting the development of local tourism.A successful tourism image positioning can not only accurately show the characteristics of the destination,but also retain the confirmation of tourists.Therefore,the image positioning of tourist attractions plays a decisive role in improving the competitiveness of tourism.Gannan's tourism industry has become its pillar industry after 4 stages,the initial foundation stage,promotion stage,prosperity stage,sustainable development stage,respectively.The successful holding of "YihuiYijie" in July 2019 further confirmed the charm of Gannan's tourism attractions.This paper,from the perspective of tourists,using UGC text as the research object,making a perceiving study of the image of tourism attraction in Gannan,constructs the formation model of the tourism attraction image which provides strategies and suggestions for the optimization of the tourism attraction image.Based on the perspective of tourists,this paper selects 100 UGC texts from almost three websites: Ctrip Website,qunar Website and Mafeng Website,using qualitative research methods,the root content mining analysis software and QSR Nvivo12 analysis software to find and construct the image of tourism attractions in Gannan Prefecture from the two aspects: word frequency analysis and content analysis of UGC text,The process of word frequency analysis is: word frequency statistics-high frequency word features and analysis-perceived category classification of attractions-emotional dimension analysis-emotional content analysis-long tail analysis,etc.;the process of content analysis is: open code-principal code-selective code-story lines-constructions of attractions ' models-saturation testing-main category feature analyzing.etc.the following conclusions are drawn:(1)the perception depth of human tourism attractions in Gannan Tibetan Autonomous Prefecture is higher than that of natural tourism attractions,which shows that after long-term image construction,the cognitive image of human tourism attractions in Gannan Tibetan Autonomous Prefecture has been affirmed by tourists,(2)in Gannan state,the negative evaluation of tourist attractions is less,the positive evaluation accounts for a large proportion,and the emotional image perception is positive,which comes from the identification of tourist attractions and local feelings,this is beneficial to the generation of tourist image,but a small number of negative impression can not be ignored;(3)the long tail theoryanalysis shows that the "long head" image of tourist attraction in Gannan Tibetan Autonomous Prefecture accounts for 88.5%,for Gannan state to provide a minority tourism market development basis;(4)based on the three-level coding research of UGC text data,three main categories of objective image,subjective image,additional image and eight sub-categories of cultural image,ecological image,physiological aesthetic image,psychological aesthetic image,functional image,associative image,aesthetic image and comparative image are obtained,and the perception of Gannan's tourist attractions make up this core category.In the end,the paper puts forward some countermeasures and suggestions to improve the image of tourist attractions in Gannan.