| With the deepening of the integration of "Internet + tourism",using new Internet media to spread tourism image has become the mainstream trend of current tourism development.The influence and coverage of network tourism image communication have aroused attention of academic research.This paper takes Lushan mountain as the research object,starting with the tourists’ online travel notes and official network texts,using grounded theory and network text analysis methods to explores the characteristics and differences of Lushan mountain perceived image and projected image,and proposed the optimization strategies of Lushan mountain tourism image.First,it analyzed the perceived image centered on tourists,which mainly includes three dimensions: cognitive image,emotional image and overall image.The cognitive image can be divided into six main categories: tourism attractions,cultural details,tourism infrastructure,tourism environment,tourism consumption and service,and tourism attitude.On the whole,tourists’ positive emotional perception plays a dominant role.Comprehensive cognitive image and emotional image,tourists believe that Lushan mountain has formed a unified,positive,complex and contradictory overall image.Second,it discusses the projected image centered on managers,which mainly includes three dimensions: image composition,emotional image and overall image.It can be summarized six main categories: tourism attractions,tourism environment,tourism infrastructure,tourism activities and propaganda,cultural details,brand building and management.As far as the emotional image is concerned,the emotions expressed in various categories are mainly positive.On this basis,the overall image of Lushan mountain is characterized by unity,pluralism and positive.Next,comparing the perceived image and projected image,it is found that there are similarities and differences between them.The main reasons for the differences between the two images include the differences in perception subjects,the preference of projection images,the advancement of the projected image and the lag of theperceived image,the limitations of research data.At last,based on the above conclusions,a targeted optimization strategy is proposed.The managers can further improve and optimize Lushan’s overall tourism image by strengthening the propaganda of Lushan’s tourism brand image through multiple channels and ways,strengthening the linkage development of tourism resources,improving the series interaction of tourism activities,improving the construction of tourism infrastructure and the quality of tourism reception services,establishing the transmission and feedback mechanism of tourism image and other aspects. |
