Research On Image Perception Of Island Tourism Destination Based On Web Text

In the modern society where the pace of life is accelerating,islands have become a popular tourist destination for people to escape the city,take a leisure vacation,and release stress.At present,the domestic island tourism market is booming,and island tourism has become the core pillar of the marine tourism industry.With the development of the economy and the maturity of the tourism market,the competition between tourism destinations is not only the competition for resources and products,but also the competition for brand building and image communication.Therefore,how to create the image of the island tourism destination and realize the coordination and unity of the tourist destination image and tourists’ perception is the key to the success of the tourist destination management in the fierce market competition.This paper takes the Xidao Island of Sanya as a case,collects the travel notes,comment texts of tourists from third-party tourism platforms,and the content of the official media network propaganda texts of Xidao Island as research data,using grounded theory,content analysis method,comparative analysis It analyzed the basic characteristics of tourists,the content and characteristics of perceived image and projected image.According to the analysis of data,First,it is concluded that the characteristics of tourists include the analysis conclusions of four aspects:travel days,travel months,capita consumption,and companionship.Second,The analysis of perceived image includes three dimensions: cognitive image,emotional image,and overall image.Among them,cognitive image includes17 conceptual categories,which are finally summarized as tourist attractions,environmental atmosphere and location,history and culture,infrastructure and tourism services,There are five main categories of tourists’ behavior and perception;Third,Tourists’ emotional perception of Xidao Island tourism image is mainly positive emotion,and tourists’ perception of the overall image of Xidao Island destination has the characteristics of unity,diversity,compound and contradiction.Fourth,There is a certain difference between tourists’ perceived image of Xidao Island and the official projected image,and there is still room for improvement in the future.Finally,according to the analysis conclusion,it puts forward the optimization strategies and suggestions for the tourist destination image of Xidao,in order to provide some reference for how to better shape and spread the image of the island tourist destination for Hainan and China.