Research On The Impact Of Internet Public Opinion Crisis On Tourism Destination Image

With the development of the social economy and the improvement of the people's living standard,the tourism industry in China has developed very rapidly.It has become more and more common choice for the people to travel out on holidays.With the development of tourism,the tourism market is booming,and more and more regions,scenic spots,enterprises and personnel have entered the tourist market.However,the different levels of the employees and uneven quality have not only increased the difficulty of the supervision of the tourism management department,but also formed a hidden danger to the quality of tourists.When tourists meet the situation of unreasonable treatment or legal rights and interests being infringed in the course of tourism,once the rights are not answered in a timely manner or get satisfactory answers,they often choose to be exposed through the network.This kind of thing is spread on the network,it will inevitably arouse the attention of the netizens,and then cause the social discussion,and form the related negative public opinion.If the event is not effectively solved in a short time,it may cause the greater netxwork public opinion crisis,and then influence the city image and social evaluation of the tourist destination,"Qingdao prawns" "Snow Village slaughtering"and other related events are typical.Today,with the continuous occurrence of such events,the attention of society to such events is also increasing,which also raises higher requirements for the response of tourist cities and tourist attractions.Based on the theory of news dissemination and urban image restoration,this paper studies the impact of the Internet public opinion crisis on the image of tourist sites by consulting the public opinion monitoring system and the analysis of micro-blog data.This paper,taking the"snow Township negative public opinion event"as an example,collects the whole context of snow township public opinion events by collecting relevant media reports and micro-blog information,and analyzes the related factors,types and development rules of the crisis of Internet public opinion by means of public opinion monitoring system and micro-blog data.This paper finds that the crisis of network public opinion will have adverse effects on tourist destination,such as tourist destination selection,tourist destination city evaluation,tourist destination government image,tourist destination development and social image.This paper combines the law of the development of the crisis of network public opinion in tourist sites,and puts forward some suggestions on how to deal with the public opinion crisis and repair the damaged image by the government of the public opinion crisis.This paper holds that the prevention strategies of network public opinion crisis should include:establishing and improving the monitoring mechanism of network public opinion and strengthening the daily supervision of tourist destinations,and so on.The Countermeasures for the crisis of network public opinion crisis should include timely release of information,public handling process,solving practical problems,listening to the voice of the people and guiding the trend of public opinion correctly.The restoration of the image should be carried out by reconstructing the government's credibility,promoting the image of the good residents,strengthening the construction of the tourist market,perfecting the construction of the urban supporting facilities,perfecting the channels for the maintenance of the rights of the tourists,and increasing the publicity and promotion of the foreign countries.In the process of the whole public opinion crisis,the government should play the role of main body and leadership,actively co-ordinate all aspects of resources,mobilize the power of all walks of life,promote the timely restoration and promotion of the city image,keep the tourist attraction to the tourists,help the local tourism market to be prosperous,and promote the development of all aspects of the social economy.