The Learning Of User-Generated Content Analysis Based On Network Of Lushan Tourism Brand Image

With the development of interconnection technology and intelligent terminals,consumers are no longer passive receivers in brand image communication.Self-sharing,forwarding,and other behaviors have become the norm for brand image communication in the digital age.UGC content has also become an essential form of expression of consumer brand perception.At the same time,the position of consumers in brand communication has become increasingly important.For the study of travel brands,the sample of online travel notes has become a meaningful way to study travel brands' image in the minds of the audience.The Lushan Scenic Area is a well-known tourist attraction in China.First of all,this article selects the tourism brand as the case study object and takes online travel notes as the research sample.Then,this article will consider the effect of the Lushan tourism brand image communication from the consumer's perspective and discuss its brand communication strategy and optimization path.The thesis focuses on three research aims: 1.What is Lushan's brand image in consumers' minds? 2.Does the brand attitude of consumers tending to be positive or negative? 3.What are the current dilemmas of the Lushan tourism brand image,and what are the optimization strategies for the brand image?This paper organizes 215 research papers in Mafengwo.com from January 2019 to October 2020 and uses a combination of qualitative and quantitative methods to conduct research.First,use Python to extract keywords in the travel journal,and grasp consumers' overall perception of Lushan from the dimensions of scenic preferences,tourist facilities and services,and social and humanistic customs.Secondly,it analyzes the overall emotional tendency around the travel journal and analyzes the content with the dimensions of consumer perception and consumer attitude.It is proved by research that tourists have a higher perception of the "natural landscape" of the Lushan tourism brand image than the "human landscape." Moreover,brand image recognition is relatively single,mainly based on history and culture.Secondly,the overall attitude of tourists towards the brand image of Lushan tends to be positive.However,the brand image presentation is entirely satisfactory,and there are certain deficiencies in communication channels and brand management services.Therefore,the Lushan tourism brand failed to generate more new influence in society.In this paper,the optimization suggestions for the Lushan tourism brand image's communication strategy are as follows: 1.Emphasize the youthful visual effect of brand image symbols,and highlight the uniqueness and comprehensiveness of Lushan tourism functions.2.The innovation of the communication model,focusing on new marketing models such as cross-border marketing and IP creation,and the refinement of brand highlights.Improve brand awareness through new image and new marketing,and diversify channels to promote brand dissemination and diffusion.3.Focus on establishing a quality and intelligent tourism services,enhancing brand service capabilities,and essentially promoting regional image change.Thereby enhancing residents' sense of identity with local brands,and at the same time enhancing tourists' local travel experience and guiding tourists' communication behavior Positive influence.In conclusion,this paper focuses on optimizing the Lushan brand image communication through consumer brand cognition,brand attitude,and brand communication behavior from consumers' perspective,which has a particular innovative significance.