Hunan Provincial Museum Based On UGC Data Research On The Change Of Tourism Perception Image And Its Influencing Factors

Culture and tourism are closely related,with culture enhancing the connotations of tourism and tourism promoting the spread of culture.As people’s living standards rise,so do their cultural needs,which in turn drives the rapid development of the cultural tourism industry.Museum tourism,as a form of tourism that combines culture and tourism,has attracted the attention of many tourists and has gradually become a very important vehicle for the integration of culture and tourism.Therefore,this paper takes Hunan Provincial Museum as the research object,analyses its tourism perception image,in order to put forward some opinions on the improvement of Hunan Provincial Museum tourism perception image,and then play a certain role in promoting the highquality development of Hunan Provincial Museum tourism,and promote the promotion and dissemination of Chinese excellent culture.By combing through the history of the development of museums in Hunan Province,this paper finds that the implementation of the free opening policy as well as the closure and renovation and upgrading policy has had a greater impact on the development of museum tourism in Hunan Province,and therefore uses the time of the two events as nodes to divide the development of museum tourism in Hunan Province into three phases,phase one being before the implementation of the free opening policy i.e.before 30 March 2008,phase two being implementation of free opening until closure i.e.from 30 March 2008 to 18 June 2012,and phase three from the reopening of the museum after the upgrade to the date of data collection i.e.from 29 November2017 to 1 March 2021.UGC data was captured using Hou Yi and Octopus collectors and analysed using text analysis and rooting theory based on visitor perception theory and "cognitive-emotional" theory,using NVIVO 12 software and ROST CM 6 software.Firstly,the cognitive image,emotional image and overall image of the Hunan Provincial Museum were analysed in three aspects of tourism perception image in three time stages,the cognitive image of Hunan Provincial Museum in stage one mainly focused on the dimension of cultural relics tourism attraction,with very positive emotion and no negative emotion,the cognitive image in stage two focused on the dimension of cultural relics tourism attraction,humanistic symbols and tourism services such as tickets and interpretation.Stage 3 cognitive image mainly contains five dimensions,which are tourism attraction,visiting environment,humanistic symbols,tourism activities,tourism services,and the proportion of negative emotions increases;secondly,by analyzing the changes of tourism perception image in Hunan museums in three stages,it is found that from stage 1 to stage 3 the cognitive image dimensions of Hunan museums are constantly expanded,from a single cultural relic The main factors influencing the perceived image of tourism in Hunan museums,which can be divided into government policies,heritage resources,environment,tourism services and tourism activities,are discussed in the light of the development of Hunan museums.Finally,we propose strategies to improve the perceived tourism image of Hunan museums: strengthen the protection of cultural relics and explore the cultural connotations;use technology to optimise the visiting environment;improve tourism services to promote cultural heritage;and enrich tourism activities to form a brand effect.