Anhui Tourism Destination Image And Its Effects On Willingness To Travel

With the increasing popularity of mobile Internet and smart phones,on the one hand,tourism image managers are no longer limited to traditional methods such as paper media and TV media.Instead,they use the Internet to promote tourism images and pass on their wishes.The image of the destination is shaped;on the other hand,more and more tourists search,query and receive information on destinations through the cloud platform.During the trip,the travel information will be updated and modified,and then shared online and Exchange experience.Therefore,this study attempts to use the tourism big data to analyze the image of Anhui tourism destinations.Firstly,through the database of China Knowledge Network and other databases,it collects several articles on the image of tourism destinations in Anhui Province.From this,it is summarized from the perspective of researchers.The image of a tourist destination.Then,through the online text analysis method for the official website of China National Tourism Administration,Anhui Provincial Tourism Bureau and other official websites or online travel reports,and the travel information on the Ctrip travel website,ROST content mining software is used to extract the tourist destinations of Anhui Province.Tourism projection image and perception image.Finally,on the basis of comparative analysis of the above three images,through the design and distribution of questionnaires,using SPSS,AMOS and other data analysis tools,statistical analysis of the recovery data to further verify the research hypothesis.The structural equation method is used to study the influence of tourist destination image,especially the perception image of tourists on tourists' willingness to travel.The final conclusion is as follows:From the perspective of the researcher,through the compilation of a number of research results on the image of tourism destinations in Anhui Province,the author concludes that the image of the tourist destinations in Anhui Province from the perspective of researchers is rich in resources but unevenly distributed,but not distinctive.The traffic is smooth but the interaction is not strong,and the propaganda channels are many,but the results are very small.Then,it summarizes the thematic features and emotional tendencies of the tourism projection image of Anhui Province.Studies have shown that the official media mainly displays the image characteristics of Anhui humanities history and culture,natural scenery,Huizhou architecture,characteristic folk customs,famous historical figures,etc.,almost all of which are positive images,reflecting the only negative image or the initiative of the official tourism management department.Rectification of bad habits,resulting in the resolute ban on unqualified and unqualified scenic spots.Then,using ROST content mining software,the theme high-frequency feature words of Anhui tourism perception image were obtained,and the emotional tendency of Anhui tourism perception image was deeply studied.It was found that tourists had many negative emotions in Anhui tourism destination,such as “accommodation”.The conditions are too bad,"the food is not good","people are crowded",etc.These negative emotional images have extremely bad influence on the tourist experience of tourists,which is significantly different from the projected image of the tourist destination in Anhui Province.In the study,the structural equation model was used to prove that the experience of the tour had an impact on the willingness to travel,and it was a direct influence,and its impact effect was 1.043.The status of tourism facilities also has an impact on tourists' willingness to travel,mainly indirect effects,with an impact effect of 0.928.The quality of tourism services indirectly affects the willingness to travel,with an impact effect of 0.773.The shopping and entertainment environment will also affect the willingness to travel,with an effect of 0.809.The author proposes that H1,H2,H3,and H4 are established.And made several recommendations based on the conclusions:Anhui Province needs to increase the integration of tourism resources,avoid the construction of similarization,realize the rational distribution of tourism resources and rational division of tourism industry,develop a number of boutique tourism routes,build Anhui tourism brands,and consolidate and enhance the overall image of Anhui tourism.Improve tourism and sightseeing facilities,reduce the distance between tourists and destinations,provide efficient and convenient transportation and excellent value for money.Travel services play a vital role in the tourism development level of tourist destinations.Important role.Improve the overall image of the hotel catering industry,improve the quality and service level of service personnel,and meet the different levels of needs of tourists.The government should further revise and improve the relevant tourism regulation system to guide,manage and regulate the investment,development,management and commercial practices of the tourism industry.Optimize the development and construction of travel agencies and standardize the operation of tourism enterprises.Multi-channel publicity of Anhui tourism destination image.