Comparative Study On Perceived Image And Projected Image Of Jianglang Mountain Scenic Area In Zhejiang Province Based On Internet Text Analysis

The country has increasingly attached importance to tourism,which has become a strategic pillar industry of the national economy.How to enhance the competitiveness of tourism destination images by strengthening tourism demand measurement management has gradually become a concern for destination image shapers.Through literature research,it has been found that the research results of tourism destination images are significant,but most scholars’ research on tourism images is conducted from the perspective of tourists,Only by combining tourism demand with tourism supply can we have a deeper understanding of the needs of tourists and the shortcomings of tourism suppliers.This article uses online text analysis to study the perceived image and projected image.It collects about 160000 words of tourist travel notes and about 20000 words of official projected image data through an octopus collector as the research object.It uses ROSTCM6 software to analyze the online text to obtain the perceived image and official projected image of tourists in Jianglang Mountain Scenic Area.Then,it uses comparative analysis to study the differences between the perceived image and projected image and analyze the reasons,To some extent,it not only enriches the theory and methods of tourism destination image research,but also provides practical guidance for the promotion of tourism destination image.After research,it is found that:(1)The projection image aims to convey a destination image of "a scenic area with magnificent natural resources,rich historical and cultural heritage,complete infrastructure,colorful leisure and entertainment activities,and good management and service of the scenic area".The tourist perception image describes Jianglang Mountain Scenic Area as a destination with "unique natural landscapes,rich historical and cultural landscapes,good tourism environmental sanitation,good scenic area management and services,but relatively backward tourism infrastructure,inconvenient tourism and shopping,and relatively high prices.";(2)The composition of the official projection image is basically fully reflected in the perceived image of tourists,and the perceived image is more rich and detailed;(3)Projected images are all positive descriptions and expressions,and perceived images have positive,neutral,and negative evaluations,with positive evaluations predominating;(4)The official projection image pays more attention to tourism attractions,infrastructure construction,and scenic spot management level;The perceived image of tourists pays more attention to the sense of tourism experience,with a relatively high degree of attention to the six elements of tourism,such as travel time,leisure and entertainment activities;(5)Tourists generally believe that the price of the scenic spot is too high,and the infrastructure construction of the scenic spot does not meet the requirements of the national 5A level scenic spot.Based on the above research findings,five suggestions are proposed for improving the image of Jianglang Mountain Scenic Area:(1)Strengthen the construction of infrastructure such as parking lots and shopping booths in Jianglang Mountain Scenic Area;(2)Establish a meteorological monitoring and early warning mechanism for scenic spots;(3)Moderately reduce the ticket prices and price levels of scenic spots;(4)Developing leisure and entertainment activities with She ethnic customs;(5)Subdivide tourist groups and provide targeted drainage.