Research On The Unique Attributes Of Tourism Image Of Fenghuang Ancient City Based On Tourists’ Perception

As the tourism industry develops rapidly at present,the importance of the tourism image is generally recognized,thus creating its own image or enhancing the image of the tourism destination has become an effective experience for various tourism destinations to strengthen their competitiveness.The image of the destination has not only had an important impact on the decision-making of those potential tourists,but also has played a decisive role in the development planning,brand value,marketing and other aspects of the destinations of tourism.The image of tourism is an element which the destinations of tourism enhance their tourism comprehensive strength.This article takes the ancient tourist town of Fenghuang as a case study,takes online text as basis to analyze and study the uniqueness of the tourism destinations image perception from the perspective of tourists.First,it selects the most influential Ctrip website as the data source based on the credibility of the travel brand,collects the text data of the online reviews of tourists in the selected Fenghuang ancient city and comparison ancient city(Pingyao ancient city,Langzhong ancient city,Dali ancient city,and establishes a document data set of tourism image perception analysis of the four ancient cities.It performs data pre-processing such as text de-duplication,integration,and filtering on the document data set,initially determines the effective value of the network reviews,and adopts the ROST CM6.0 software to quantify the tourist online text data into numerical values.It analyzes the cognitive image and emotional image of ancient city tourism perceived by tourists through ROST high-frequency vocabulary statistics and emotional analysis functions.It pays attention to the comparative analysis method,compares the Fenghuang ancient city with the other three ancient cities,and analyzes the unique words of the tourism image of the Fenghuang ancient city on the basis of removing the characteristic words of the image of the common ancient cities,thus draws attribute of the tourism destination image perceived by tourists in the special experience of tourism in Fenghaung ancient city.Finally,it puts forward suggestions and strategies that are conducive to the improvement of the tourism image of the Fenghuang ancient city based on the comparison of the image of the Fenghuang ancient city and the phenomena and problems in the analysis of the unique attribute of the Fenghuangancient city.According to the analysis of the data collection results,it is found that: The unique attributes of Fenghuang ancient city are mainly reflected in the natural landscape dominated by the Tuojiang River,the humanistic connotation focusing on celebrity culture,the customs represented by the Miao,and the modern night famous for its lights and noisy.After some series of cognitive and emotional analysis,it is learned that the perception of tourists and the main tourist destination are consistent.And the overall emotional attitude is positively recognized.However,the phenomenon of over-promotion,over-development,and internal homogeneity in the ancient city are the main points for reducing tourist satisfaction.By relying on the representativeness and pertinence of unique attributes and formulating strategies to improve and enhance the tourism image of the ancient city are the important methods for effectively improving the competitiveness of the ancient city.