Research On The Changes Of Tourism Perception Image And Its Influencing Factors In Furong Town Based On UGC Data

By combing the development history of tourism in Furong Town,this paper finds that in July 2007,Furong Town began to develop its tourism industry,in May 2018,Furong Town began to develop and upgrade its government-enterprise cooperative tourism industry,and in January 2022,with the arrival of the era of high-speed rail,the whole region of Xiangxi tourism connectivity,The implementation of tourism resource integration in Furong Town has a great impact on the tourism development of Furong Town.Therefore,taking the time of three events as nodes,the tourism development of Furong Town is divided into three stages.The first stage is from July 2007 to May 2018.Hunan Landscape Furong Town Tourism Industry Development Co.,LTD.Enterprises undertake Furong Town tourism development to create the brand image of "landscape Furong" scenic spot;Stage 2:In May 2018,Yongshun County government and Hunan Huaxia Investment Group cooperated to establish Xiangxi Furong Town Cultural Tourism Development Co.,Ltd.to jointly develop the tourism industry of Furong Town and build "Furong Town."Hongshi Forest Resort" brand image,formal marketization to promote the development of Furong Town cultural tourism;Stage 3:From January 2022 to now,Xiangxi Furong Town Cultural Tourism Development Co.,Ltd.signed an integration agreement on promotion and marketing cooperation with Yongshun Laosicheng Development and Management Co.,LTD.,Xiangxi Buermen National Forest Park Co.,LTD.,Xiangxi Mengdong River Tourism Development Co.,LTD.,all parties integrated resources.Promote the comprehensive tourism,cultural and tourism integration,rural revitalization and high-quality coordinated development of Daxiangxi Plate to build the brand image of "Furong Town Double World Resort".This paper uses Houyi collector and Octopus collector to capture relevant UGC data,and on the basis of tourist perception theory and "cognition-emotion" theory,through NVIVO 12 software and ROST CM 6 software using text analysis,grounded theory and other research methods for analysis.Firstly,the tourism perception image of Furong Town scenic spot in three time stages is analyzed from the three aspects of cognitive image,emotional image and overall image,and the changes in frequency ratio of tourism resources,tourism management and services,scenic environment and tourism activities of Furong Town in three stages are compared to get the tourism perception image of different stages.Combined with the development status of Furong Town scenic spot,The results show that:(1)Generally speaking,the tourism image of Furong Town in the three stages is good,and tourists are satisfied with the tourism resources of Furong Town on the whole,that is,there is a good homogeneity between the tourists’ perception of the tourism image of Furong Town and the projected image;(2)There are some differences between the image perception of Furong Town tourism and the projected image.These differences are mainly reflected in the image of the Tujia characteristic culture of the millennium town is not prominent;(3)With the improvement of tourists’ own needs and cognition,diversified and demanding demands will become more and more obvious;(4)In the process of tourism development in Furong Town,some tourists have negative perceptions of being too commercialized,lacking creativity,inadequate tourism management and services in scenic spots,and low cost performance.According to the research conclusion,the paper puts forward the promotion strategy of tourism perception image of Furong Town scenic spot:strengthening the construction of Tujia characteristic cultural and humanistic resources;Optimize the tourism management and service system;Strengthening cooperation between government and businesses and communities;Establish the tourism perception image feedback mechanism.