A Study On The Projection Of The Whole Region Tourism Image And Tourist Perception In Qufu City

Currently,the tourism industry has entered a comprehensive recovery stage.Since 2020,the Acceptance Standard for National Territorial Tourism Demonstration Zone(Trial)issued by the Ministry of Culture and Tourism has provided clear document guidance for the construction of the whole country’s tourism.By 2023,the construction of the whole country’s tourism is still in full swing.The research on the image projection and tourist perception of Qufu city’s regional tourism in the context of the Internet can provide experience for the construction of regional tourism in other regions.This paper uses Python software to obtain the text data needed for the image projection and tourist perception of the whole region of Qufu.Based on the "cognitive-emotional" theory,the network communication theory,and the tourism destination marketing theory,this paper uses the methods of network text analysis,rooting theory,comparative analysis,and social network analysis to make a comparative analysis of the overall tourism projection image and tourist perception image of Qufu City,and provides targeted optimization strategies for the overall tourism projection image of Qufu City.From the perspective of cognitive image,the 28 conceptual categories projected by the overall tourism image of Qufu City are ultimately summarized into 9 main categories: tourism attractions,cultural heritage,tourism basic supply,tourism environment,tourism services,tourism activities and promotions,tourism brand construction,tourism governance content and governance mechanism,and policy guarantee.The 21 conceptual categories of tourist perception are ultimately summarized into six main categories: tourism attractions,cultural heritage,basic tourism supply,tourism services and governance level,tourism activities and consumption,and tourism environment.From the perspective of emotional image,the projection of the overall tourism image of Qufu City and the content text perceived by tourists are mainly positive emotions,but there are differences in the emotional tendencies of the three conceptual categories of Confucian culture,characteristic cuisine,and characteristic products between the two.From the overall image perspective,the overall image projected by the tourism industry in Qufu City and the overall image perceived by tourists present positive and diverse characteristics.However,due to individual differences among the subjects perceived by tourists,the overall image perceived by tourists still presents contradictory characteristics.From the perspective of social network analysis,the projection of the overall tourism image of Qufu City is closely related to various elements within the overall network perceived by tourists,but there are certain differences in the positions of some common elements between the two in the overall network.From the perspective of cohesive subgroups,the elements of the overall tourism image projection and tourist perception in Qufu City can be divided into four subgroups,but the cohesion of various elements within subgroups 2 and 4 in tourist perception is relatively poor.By comparing and analyzing the overall tourism image projection and tourists’ perception in Qufu City,and combining with the actual situation,it is suggested that the next overall tourism image projection work in Qufu City should focus on enhancing the refinement of the overall tourism image elements,deepening the product penetration of the projection image,guiding tourists to perceive the overall tourism atmosphere,strengthening comprehensive management to promote industry norms,and expanding the channels for overall tourism image projection.