Research On Tourism Image Perception Of Yulin City Based On Network Text Analysis

After decades of rapid development,China has shifted from scale-oriented development to high-quality development,which is the necessary path for transformation and upgrading of all industries.City image is a symbol and reflection of the city’s soft power,and as an important carrier of the tourism industry,city tourism image has become a necessary issue in response to the development of the times.As a national famous historical and cultural city,the enhancement of Yulin’s image has become increasingly important.However,the current research on city tourism image in China is still relatively insufficient,especially in terms of research methods and data acquisition.Some research methods cannot adapt to the current situation of cities,and the images of different types of cities are also different.Under the background of the widely used internet,travelogue information about cities left by people online can provide new data sources for the research on city tourism image.This article selected Yulin tourism destination as the research object,used the top five tourism-related websites in China as data sources-Ctrip,Qunar Travel,Lv Mama,Mafengwo,and Qiongyou-and searched for travelogues with the keyword "Yulin" to obtain 180 travelogues with a total of 243,000 words,by using the data collection tool,Octopus.Based on the results of previous studies,this article used grounded theory and MAXQDA software to conduct three-level encoding analysis of online travelogue text data from three perspectives:cognitive image,emotional image,and overall image,and obtained the tourist perspectives on Yulin tourism image.The research revealed that Yulin’s tourism development still has shortcomings.Based on this problem,we propose recommendations to optimize the perception of Yulin’s tourism image.The research results showed that:1.The process of Yulin’s image perception is the process of cognitive image with 15 main categories and 4 core categories,emotion evaluation with 4 types,and the overall image.In the research,the regional cultural attractions in tourism were specifically refined into Yellow River culture,loess culture,frontier culture,and urban folklore according to the regional geography.2.In the emotional image,tourists are generally satisfied with the overall Yulin tourism,while the emotions towards the tourism infrastructure are negative.3.The overall image of Yulin City is that of a multi-cultural,ecologically friendly food city in the horizontal dimension,and a city with diverse culture,abundant food,exceptional travel experiences,friendly residents,reasonable prices,unique landforms,popular filming locations,and tourism-related facilities that still need improvement in the vertical dimension.4.Yulin’s tourism development still has some problems,such as unclear tourism image positioning,insufficient breadth and depth of image dissemination,insufficient management leading to image loss,inability of tourism facilities to support image establishment,and need of improving image sustainability.5.In response to the problems affecting the development of Yulin’s tourism image,this article proposes five recommendations to enhance the perception of Yulin’s tourism image.The Yulin tourism image constructed based on online texts in this article can help to improve the development level of Yulin in terms of cultural resources,infrastructure construction and image design,and also has certain theoretical contributions in promoting the external tourism image positioning.