| Home stay have multiple impacts on the revitalization of the countryside in the new era and the sustainable development of the regional tourism economy.At present,the integration of science,technology,culture and tourism of "Internet+home stay" is getting higher and higher,and the use of online platforms to carry out home stay management and image promotion has become the norm.Fuxi Mountain is located in Xinmi City,an ancient city in the southwest of Zhengzhou City,Henan Province.Fuxi Mountain home stay started as a "farm house" and debuted as a "home stay" in 2018.With the rich natural and cultural tourism resources of Fuxi Mountain and the advantages of surrounding boutique attractions,it has become a popular destination in Henan Province.A popular home stay for tourists.However,compared with domestic successful cases such as Moganshan home stay and Dali home stay,Fuxi Mountain home stay still has more room for development.Therefore,it has good theoretical and practical significance to study the image of Fuxi Mountain home stay.This paper takes Fuxi Mountain home stay as the research object,selects 5 representative home stays from the three categories of economy,comfort and boutique type,and captures Fuxi Mountain home stay through the combination of octopus data collector and manual assisted collection.Official online propaganda texts,tourists’online comments,and note-taking strategies text data,screened and processed texts.using content analysis and grounded theory and other methods,respectively,with the help of ROST CM content mining software and NVivo 11 qualitative analysis software,to analyze Fuxi Mountain.The projected image and perceptual image of the three grades of home stays are analyzed to analyze the image content of"cognition-emotion-overall",and the similarities and differences of the two images are compared,so as to put forward suggestions for the image optimization of Fuxi Mountain home stays.The main conclusions are as follows:(1)In terms of cognitive image,both the official projected image and the perceived image of tourists cover 8 dimensions including reception facilities,environmental architecture,service quality,experience value,special catering,theme features,brand benefits,safety and environmental protection,but the focus is not Similarly,the official projected image focuses on environmental architecture,brand benefits,and reception facilities,while the perceived image of tourists focuses on reception facilities,environmental architecture,and service quality.The projected image and perceived image focus of different grades of home stay s are also different.Officially,economical home stay s focus on reception facilities,environmental architecture,and theme features,while tourists’ perceptions focus on service quality,reception facilities,and experience value.Comfortable home stay s officially focus on brand benefits,environmental architecture,and reception facilities,while tourists’perceptions focus on reception facilities,service quality and environmental architecture.Boutique home stay’s officially focus on environmental architecture,brand benefits,and reception facilities,while tourists’ perceptions focus on reception facilities,environmental architecture and theme features.(2)In terms of emotional image,the official propaganda of home stays mainly focuses on positive emotions,and the positive emotions of tourists dominate.The projected image and perceived image emotional expression of the three grades of home stay s are mainly positive emotions.The reasons for the negative emotions of tourists of different grades of home stays are different.Tourists’ negative evaluations of economical home stays are concentrated in service,hygiene,breakfast,etc.;The negative evaluation of the home stay is concentrated in the aspects of hygiene,service,cost performance and so on.After centrally coding all neutral and negative emotional expression texts,it was found that tourists’ negative comments on Fuxi Mountain home stays focused on reception facilities(40.65%),service quality(24.82%),specialty catering(11.15%),experience value(9.71%))and other aspects,this is also the direction of rectification and improvement of Fuxi Mountain home stay in the future.(3)In terms of overall image,both the official projected image and the perceived image of tourists believe that Fuxi Mountain home stay has complete reception facilities,is close to the scenic spot,has a beautiful environment,and has distinctive architectural decoration,but neither has formed a prominent regional characteristic image.The official propaganda image of "connotation and story" and "good place for leisure and vacation" has not received any response from tourists.Tourists have formed a perception image of "friendly host,good service" and "good price and experience".The similarities and differences between the projected image and the perceived image of different grades of home stay s are inconsistent.Judging from the common image of official projection and tourists’ perception,economical home stay s reflect "closeness to scenic spots";comfortable home stay s reflect "abundant dining options" and "travel and vacation accommodation";boutique home stay s reflect"unique architecture,environment Beautiful","complete reception facilities","various themes of home stay" and so on.home stay s of different grades should combine their own advantages to jointly create characteristic images such as "local culture" and"family atmosphere".Through research,it is found that the reasons for the difference between the projected image of Fuxi Mountain home stay and the perceived image of tourists include low effective utilization of advantageous tourism resources,weak support for facilities and service management,lack of macro planning and brand building,and lack of innovation in image building and publicity.Suggestions such as mining characteristic cultural resources,strengthening management to improve quality,positioning unique home stay image,and strengthening home stay image publicity. |
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