| As one of the mainstream representatives of short video platforms in China,Tiktok app has become one of the important channels to promote the image of tourism destinations with its rich and interesting content,visual and dynamic expression,strong interaction,and a large number of users.Therefore,with the help of Tiktok propaganda,it is conducive to the construction and dissemination of the image of the tourism destination,so as to promote the development of its tourism industry.Starting from the network hot spot of "Ding Zhen’s popularity",this paper attempts to take the three dimensions of cognition,emotion and the whole of the "cognition emotion" theoretical model as the framework,starting from the presentation and perception of the image of Ganzi tourist destination in Tiktok,and carrying out free coding,spindle coding and selective coding according to the grounded theory research method,and finally combining the symbolic interaction theory and "cognition emotion" theory for analysis.With the help of the big data platform "xintiao" of Tiktok and the keyword "Ganzi",the sample videos with more than 10W likes from September 28,2020 to September 28,2021 were selected.Through manual coding and SPSS data processing,the presentation data of Tiktok’s tourism image was obtained;Then,the comments on the sample video are captured by octopus,and the text is processed with the help of Jisuke website to get the perceptual data of Ganzi tourism image on Tiktok;Finally,using the content analysis method to analyze the data,trying to get its current tourism image construction and communication status on Tiktok.This study is divided into eight parts: the first part is the introduction.This paper expounds the background and reasons of selecting the research object,defines the image and measurement dimension of tourism destination from the literature review,and expounds the relevant theories to be used in this study.The second part is the research design.It mainly clarifies the research ideas and research methods,explains the methods of data selection and processing,and analyzes the basic form of sample video.The third part is the presentation coding and result analysis of Ganzi tourism image in Tiktok.It is concluded that the symbols of "person" and "scenery" are the main presentation;Symbols are unique,diverse,national and related to "people";Symbols are unevenly distributed and need to be deeply excavated.The fourth part is the emotional coding and result analysis of Ganzi tourism image in Tiktok.The emotion of characters’ performance symbols and background music is positive and positive.The fifth part is the comment cognitive coding and result analysis of Ganzi tourism image on Tiktok.Get the audience’s yearning and recognition for Ganzi tourism image;The cognitive content of the audience is diverse;Compared with presentation,audience perception is tendentious and superficial.The sixth part is the emotional coding and result analysis of Ganzi tourism image on Tiktok.It is concluded that the emotions of verbs and adjectives are positive;The expression of emoticon pack is characterized by randomness and carnivalization,and its emotion shows a positive tendency.The seventh part is the overall analysis of the tourism image of Ganzi on Tiktok.It is summarized through the cognitive and emotional analysis of image presentation and the cognitive and emotional analysis of perceived image.The eighth part expounds and proposes the advantages and problems of Ganzi tourism image in Tiktok.Its advantage is rich and diverse natural and cultural resources.It is suggested to do a good job in the construction and innovation of relevant supporting facilities online and offline,deeply excavate the online communication content,optimize the communication means,and improve the quantity and quality of creative content. |
PDF Full Text Request