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A Study On The Tourism Image Of Shennongjia National Park Based On Network Text

Posted on:2021-03-08Degree:MasterType:Thesis
Country:ChinaCandidate:P T HuangFull Text:PDF
GTID:2439330605463272Subject:Tourism Management
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At present,tourism development has stepped into the image-driven stage.With the development of "Internet+tourism",to spread tourism image by network platform has become a mainstream trend and has attracted much attention from the academic circle.This thesis is a case study of the Shennongjia National Park.Taking the tourists travel and official network version as research materials the thesis analyzes the features and differences of the Shennongjia National Park tourist image perception and projection image by using grounded theory and content analysis methods.The author also puts forward two kinds of image optimization strategy accordingly.Firstly,the contents and characteristics of the tourist perception image of Shennongjia National Park are analyzed from three perspectives—cognitive image,emotional image and overall image.The cognitive image includes 17 categories,which are summarized into 5 main categories:tourism attractions,tourism infrastructure,tourism environment and atmosphere,tourism consumption and service,and cultural heritage.The affective tendency of different categories is different,but positive affective perception is dominant in the whole.The overall image presents the characteristics of unity,pluralism,compound and contradiction.Secondly,this paper analyzes the content and characteristics of the image projected by tourism in Shennongjia National Park from the three dimensions—image composition,emotional communication and overall image.The image consists of 20 categories,including 6 main categories,namely tourism attractions,cultural heritage,tourism infrastructure,tourism environment,tourism activities and publicity,brand building and management.In terms of emotional communication,positive emotional communication dominates in all categories.The overall image presents the characteristics of unity,diversity and positivity.Thirdly,the similarities and differences between tourism perception image and tourism projection image of Shennongjia National Park are analyzed from three dimensions,namely cognitive image,emotional image and overall image.The main reasons behind the difference between the two are the predominance of projected image and the lag of perceived image,the difference of tourism supply and demand,the vulnerability of tourism perceived image to the difference of main body,the unreasonable network marketing strategy of projected image of tourism,and the limitation of the research data.Finally,based on the characteristics and differences between tourism perception image and tourism projection image,it is proposed to strengthen the ecological environment protection and highlight the functional positioning of national parks from the perspective of tourism perception image,to enhance the cultural experience of tourists and enhance the publicity of popular science knowledge,To improve the construction of tourism infrastructure and create a good tourism atmosphere and to carry out unified and standardized management,improve the quality of tourism service optimization strategy.From the perspective of tourism image projection,it is proposed to refine the tourism image and improve the public's cognition of national parks,to use innovative new media to create a diversified tourism publicity platform and to establish the feedback mechanism of tourism image monitoring and implement the optimization strategy of dynamic management.
Keywords/Search Tags:Shennongjia National Park, tourism perceived images, tourism projected images, network text
PDF Full Text Request
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