Research On Tourism Image Perception Of Changchun Based On Web Text Analysis

So far,tourism development in our country has experienced three stages: resource leading,product leading and market leading.Due to the serious homogeneity of tourism resources and products,tourism destinations try to attract tourists by establishing differentiated images,so that the development of tourism has gradually stepped into the image-dominated stage.Therefore,the study of tourist destination image has become a hot spot in the field of tourism research.In recent years,the popularity of the Internet has also made it more convenient for tourists to express the perception of tourist destinations image,made it more convenient to obtain data,and providing more novel and comprehensive research methods for the study of tourism image.This paper takes Changchun as the research object,takes the online travel notes published by tourists on the three travel network platforms of Hornet’s Nest,Ctrip and Qunar as the text data.The paper adopts the research methods of grounded theory,content analysis and comparative analysis,it takes the cognitive-emotion system as the theoretical basis,and analyzes the tourism image perception of Changchun from the perspective of horizontal and vertical combination.This paper is composed of five parts.The introduction part mainly reviews the situation of relevant researches at home and abroad.On the one hand,this part provides a solid theoretical basis for this research.On the other hand,the shortcomings of existing research in the research perspective are found,which provides a new research idea for this research;The second part collects the original data required by the paper,it obtaining 242 valid research texts,and using the research method of grounded theory to encode and conclude the original texts to build the theoretical framework of tourism image perception of Changchun;The third part analyzes the tourism image perception of Changchun City.Firstly,it analyzes the basic behavioral characteristics of the authors of 242 travel notes,and then analyzes the cognitive image,affective image and overall image of tourists’ image perception based on the cognitive-emotion system theory of tourist destinations.At the same time,the change of tourists’ perception of tourism image of Changchun before and after the trip is considered.The fourth part makes a comparative analysis between the perceived image of tourists and the projected image of official.In the fifth part,according to the problems found in tourism image perception of Changchun in the process of research,the author puts forward some suggestions to improve tourism image of Changchun.The main conclusions are as follows:(1)Tourists’ perception of the tourism image of Changchun is generally presented as "a ’happy city’ with a sense of history".(2)In different categories and stages of tourism,tourists have different understandings of the tourism image of Changchun.In categories,tourists have the most profound perception of tourism resources,tourism facilities and services,but less perception of shopping facilities and services,tour guide explanation and services.In stages of tourism,tourists’ perception of tourism image of Changchun is mainly reflected in tourism resources and urban development level before going on a tour;in tourism,it is mainly reflected in tourism resources,tourism facilities and services,tourism catering and services;and after going on a tour,it is mainly reflected in tourism atmosphere and value.(3)Tourists have less negative emotion towards the tourism image of Changchun.During the tourism activities,tourists’ emotion changes greatly.Through the implementation of tourism activities,tourists’ negative emotion can be transformed.(4)There is a difference between the projected image of Changchun and the perceived image by tourists.The projected image of official is more comprehensive,while the perceived image of tourist is more prominent and detailed.In terms of tourism resources,the projected image emphasizes the natural resources of Changchun,while the perceived image highlights the historical and cultural resources of Changchun.(5)There are some problems in tourism development of Changchun,image positioning and publicity.This paper proposes to strengthen the organization and publicity of tourism activities,improve the management and operation of tourism resources,refine tourism facilities and services,and highlight the characteristics of the city in tourism image publicity.