Research On The Network Word-of-mouth Communication Of Tourism Image In Shanxi Province

Word-of-mouth is known as ’ zero media ’,which has an important impact on consumers ’ purchasing decisions.With the development of the Internet,word-of-mouth communication has broken through the limitation of time and space.More and more netizens will spread word-of-mouth information on the Internet.For the tourism industry,tourism products are high-risk experiential products.Tourists usually reduce perceived risks and form tourism decisions by collecting online word-of-mouth information of tourism destinations before tourism decisions.Therefore,online word-of-mouth communication is of great significance to the development of tourism.This paper selects Shanxi Province as a case study,and takes the tourism image of Shanxi Province,the information bias of online word-of-mouth communication,and the willingness of online word-of-mouth communication as the research content.The network text analysis method and questionnaire survey method are used to study the online word-of-mouth communication of tourism image in Shanxi Province.It is of great practical significance to explore the influencing factors of tourists ’ perception of tourism image,information bias of online word-of-mouth,and willingness of online word-of-mouth communication in Shanxi Province,and to provide reference and suggestions for the dissemination of tourism image in Shanxi Province.The thesis consists of four parts.The first part elaborates the research background and significance;reviewed the research status of scholars at home and abroad;to sort out the research ideas and research methods of this study;the related concepts and basic theories are defined and explained.In the second part,from the perspective of tourists,the network text analysis method is used to analyze the data of 56305 word-of-mouth comments on 42well-known scenic spots in Shanxi Province on Ctrip Travel Online through ROST CM6.0software,and the tourists ’ perception of the tourism image of Shanxi Province and the key factors affecting the bias of word-of-mouth information of tourists in Shanxi Province are obtained.The third part studies and designs the willingness of online word-of-mouth communication of tourism image in Shanxi Province,establishes the model of online wordof-mouth communication willingness,uses the questionnaire survey method to conduct empirical research on 10 5A-level scenic spots in Shanxi Province,and uses SPSS 26.0software to conduct empirical analysis of the data.The fourth part is the conclusion and suggestion,which summarizes the tourists ’ cognition of Shanxi tourism image,the influencing factors of Internet word-of-mouth information bias and the influencing factors of Internet word-of-mouth communication intention.According to the research conclusion,this paper puts forward some suggestions on the development of tourism image communication in Shanxi Province.