A Study On The Red Tourism Image Of Ulanf Memorial Hall From The Perspective Of Tourists

The red tourism image carried by a scenic spot not only plays a major role in the dissemination of socialist core values,but also is the “key”for foreign tourists to understand,perceive and appreciate the connotation of local red culture.As a national patriotism education demonstration base and a hundred classic red tourism scenic spots in the country,the Ulanf Memorial hall indirectly shows the modern ethnic history,revolutionary history and development history of the Inner Mongolia Autonomous Region.It is an important part of Hohhot's red tourism resources.Through the study of the red tourism image of Ulanf Memorial Hall,it not only helps the scenic area managers to dig into the diversified needs of contemporary tourists,improve the grade of tourism products and scenic area identification,but also enrich the scenic area planning management theory and operation mode.It can also enrich the research content and improve the research methods of red tourism,and inject source power into the inheritance of red gene in the new era.This paper analyzes the red tourism image of Ulanf Memorial Hall from two perspectives of tourists' network cognition and reality perception.In the analysis of red tourism image based on network text,based on the theory of Internet environmental psychology,content analysis method is adopted and ROST Content Mining 6 software is used to extract the high-frequency words,analyze word frequency and judge emotional color of the comments/travel notes of sample websites,explore the overall image hierarchy structure,generate “tag cloud” and draw a semantic network diagram.In the analysis of red tourism image based on questionnaire data,based on urban tourism image theory and human-environment interaction model,with the help of functional modules such as descriptive statistical analysis,independent-samples T test,one-way ANOVA,factor analysis,correlation analysis and regression analysis of SPSS 19 software,to explore the cognitive status of various variables of red tourism image,verify the differences of different demographic characteristics on red tourism image,and reveal the logical deduction relationship among red tourism image,satisfaction and behavioral intention.After comparing and analyzing the research conclusions from the two perspectives,it is concluded that:1.The composition of red tourism image from different perspectives has certain commonalities.Sorted by the degree of network cognition and realistic perception from highest to lowest,“Ulanf” “memorial”and “building/park”,the levels of the overall image of red tourism based on network text analysis,correspond one-to-one with “tourism attraction image” “tourism service and facility image” and “tour environment image”,the common factors of red tourism image based on the analysis of questionnaire survey data.2.The perception and evaluation of red tourism image from different perspectives have certain commonalities.The tourism area of Ulanf Memorial Hall currently adopts the “red and green combination” as the main development model,and the overall evaluation of tourists tends to be favorable,close to the satisfactory level.3.The influencing factors of red tourism image from different perspectives have certain similarities.The rich and detailed historical materials in the museum,solemn appearance of the memorial,beautiful environment of the park,and convenient transportation around are the bonus points of the red tourism image.While the general interactive experience,outdated facilities and equipment,and service management gaps are the missing points of the red tourism image.Finally,based on the results of network text analysis and the background of the “Internet+” era,from the perspective of network cognition,three red tourism image decoration strategies are proposed: improving the electronic database of collection resources,introducing new technologies such as virtual reality,and attaching importance to the operation and dissemination of new media.Based on the questionnaire data analysis results and the cognition and evaluation of real tourists,from the perspective of reality perception,three red tourism image decoration strategies are proposed:improving the public service system of red tourism,exploring the new model of “red tourism+X”,and strengthening the interaction and communication with local communities.