Research On The Perception Of Tourism Image Of Hexigten Banner Based On Network Text Analysis

In the era of mobile Internet,more and more tourists share their travel experience on the Internet,and convey their cognition and emotion in the travel process by means of online travel notes and comments.These true and timely online texts contain a wealth of information about the image perception of tourist destinations,which plays an important role in shaping the image of tourist destinations and can even affect potential visitors’ travel decisions.Therefore,the study of tourists’ image perception of tourist destinations can help the business or management units to have an all-round understanding of the situation of tourists,focus on the hot spots of tourists’ concern,solve difficulties,eliminate pain points,unblock points,improve tourist satisfaction,and promote the high-quality development of tourist destinations.In my paper,taking Hexigten Banner as a case study,Octopus data acquisition software was used to get the travel text of Hexigten Banner and the official publicity text of Hexigten Banner on well-known tourism websites in China.According to the method of the network text analysis,ROST CM6.0 software was used to analyze the tourists’ cognitive image,emotional image and overall image.Based on the perception-projection perspective,this paper analyzed the similarities and differences between the image perceived by tourists and the projected image in official marketing publicity,and provided targeted suggestions for the future development of the flag.The results were as follows:(1)In the four main categories of cognitive image construction of Hexigten Banner,the frequency of tourist resources was the highest,and the perception of natural resources was the most impressive among the 13 categories.(2)Tourists’ emotional image of Hexigten Banner was dominated by positive emotions,but the tourists also showed a small amount of negative emotion,which were mainly concentrated on tourism services and management.Through the analysis of travel notes,I found that tourists had a higher recommendation intention after visiting Hexigten Banner,but a lower willingness to re-visit.(3)The comparison between tourists’ perceived image and official projected image: there was a huge image dislocation between them,mainly in the aspects of tourism activities,tourism services and management.According to the above analysis,suggestions are put forward to improve the tourism image of Hexigten Banner as follows:improve service facilities to meet the needs of tourists;Improve the service system,improve the quality of service;Broaden the publicity channels and diversify publicity and promotion;Dig deep human resources,strengthen the construction of human landscape.