| In recent years,sports tourism,a new type of travel method,has gradually entered the sight of tourists,and the competition in the sports tourism market has become increasingly fierce.At this time,a good image of a sports tourism destination is particularly important.For scenic spots,it is playing an increasingly important role in attracting potential markets and enhancing the competitiveness of the scenic spots.For the sports tourism market,a good destination image can make tourists recognize and accept sports as its characteristics.The tourism destination of China has helped the sports tourism market develop vigorously.This paper takes Ningxia Shahu Sports Tourism Scenic Area as an example to study the image perception of desert sports tourism destinations in Ningxia.Through research,it can help Ningxia desert sports tourism destinations to enhance their competitiveness,and it is also of great significance to the good development of desert sports tourism.Through reading related literature,it is found that there are few researches on desert sports tourism and the perception of sports tourism destinations,and the research methods are relatively simple.However,there are many researches on image perception in tourist destinations,and the research methods used are also diverse.In view of this,this study uses a combination of text analysis and questionnaire survey to conduct analysis.The text analysis method mainly uses octopus collector,ROSTCM6,SPSS,SPSSAU and other software to capture and analyze the network text data;the questionnaire survey method mainly compares and supplements the network text data,and in the "cognition-emotion" On the basis of theory,it analyzes tourists’ perception of the image,willingness to revisit,and recommendation willingness of desert sports tourism destinations in Ningxia,and puts forward suggestions that will help improve the image perception of desert sports tourism destinations in Ningxia.The main conclusions are as follows:(1)In terms of demographics,through analysis,it is found that the source of tourists is mainly distributed in the provinces,municipalities and autonomous regions around Ningxia;the number of days to visit is mainly concentrated in 1-3 days;the main travel modes are family trips and parent-child trips;per capita consumption is mainly Concentrated below 1,000 yuan.Scenic spots should create unique tourism products around the characteristics of tourists.(2)In terms of representative scenic spots,online and offline data are relatively uniform.The sports tourism projects most impressed by tourists are sandboarding,camel riding and desert off-road vehicles.However,tourists are not satisfied with sports tourism projects.Scenic spots should improve the emotional image of sports tourism projects by reducing prices and relying on the natural resources of the scenic spots to develop unique sports tourism projects.(3)In the cognitive image,the more impressive dimensions of tourists are tourism attractions and tourism services and management.For natural landscapes,sports tourism projects,management,transportation,etc.The perception of shopping,catering and other indicators is relatively unobvious.Scenic spots should improve service levels and management functions,and strengthen the construction of tourist service facilities in Shahu Scenic Spots to enhance tourists’ perception of the scenic spots.(4)In the emotional image,the online and offline data are relatively uniform,mainly based on positive emotions.They are more recognized for natural landscapes,cultural landscapes,scenic area management and services,and are not satisfied with scenic area prices and service facilities.Scenic spots should establish a tourist feedback mechanism and build an information exchange platform between scenic spots and tourists.While obtaining tourists’ perception of the scenic spot’s image in a timely manner,it can also draw the distance between the scenic spot and tourists,so as to improve the satisfaction of tourists.(5)Among the overall image,willingness to revisit,and recommendation willingness,the overall focus is on positive emotions.Most tourists expressed their willingness to revisit and recommend the Shahu Scenic Area and sports tourism projects in the scenic area.Scenic spots should continue to maintain and innovate on this basis. |
