Comparative Analysis Of The Official Propaganda Image And Tourist Perception Image Of Tourism Destinations Based On The Online Context

With the continuous improvement of tourism market development and the changes of people’s life quality upgrade,it makes the tourism destination image has an important influence on the choice of travel intention of tourists.Changchun City,Jilin Province,with its profound cultural heritage,beautiful ecological environment and rich climatic tourism resources,is blessed with the advantages of tourism industry development,but relatively little research has been conducted on the image of tourism destinations.With the advent of the era of big data,it has become a hot topic to conduct research on the image of tourism destinations through network data.Based on the online context,this study takes Changchun city as an example to investigate the difference of the tourism destinations between the official propaganda image and the tourist perception image.The research data was obtained from the promotional materials released by the Changchun Muncipal Bureau of Culture,Radio,Television and Tourism,and the travelogues of tourists from travel websites such as Ctrip,Mafengwo and Qunar.com.With the help of ROST CM6 software and UCINET software,the research methods of literature research method,case study method,content analysis method,social network analysis method and comparison analysis method were used to study the tourism destinations of Changchun official propaganda image and tourist perception image from three aspects: cognitive image,emotional image and overall image,and to compare and analyze the two,the following conclusions were obtained:In terms of cognitive image,Changchun’s long history and culture,beautiful natural landscape,leisurely resort(summer vacation,ice and snow),and good tourism experience are the unified cognition of official propaganda image and tourist perception image.The difference lies in the uneven development of tourism industry in Changchun in the tourist perception image,which does not reflect the significant advantages of each regional characteristic tourism resources in Changchun in the official propaganda image,and the information access channel for tourism security needs to be improved.In terms of emotional image,the official propaganda image of the Changchun City is more objective and neutral,while the personal emotions in the tourist perception image are richer,with dissatisfaction in individual issues.In general,both images are dominated by positive emotions and neutral emotions,and do not show significant differences in emotional tendencies.In terms of the overall image,both the official propaganda image and the tourist perception image reflect the tourist destination image of Changchun as a famous historical and cultural city.In addition,the two major tourism themes of ice and snow and summer vacation are highlighted in the official propaganda image,highlighting leisure and vacation;the social network presents the characteristics of less core,more edges and significant differences;the theme of tourism elements propaganda is prominent.In contrast,tourist perceptions image pay more attention to tourism experience and tourism protection;social network presents the characteristics of many cores,many edges and insignificant differences;tourism elements are perceived comprehensively,and are the whole process of travel experience.Finally,in view of the similarities and differences of Changchun tourism destination between the official propaganda image and the tourist perception image,the development strategies to enhance the image of Changchun tourism destination are proposed,such as creating a series of high-quality tourism products,strengthening the construction of tourism security facilities,and improving the tourism promotion and marketing mechanism,which are hoped to provide references for the enhancement of the image of Changchun tourism destination.