Research on Perception Image of Hubei Tourism Destination Based on Content Analysis
The image of a tourist destination is the life of a destination,and its accurate grasp is the premise of effective strategic positioning and marketing for the destination.Based on ROST Content Mining 6 software,this study analyzes the online texts(Travels and comments)and pictures in Hubei travel destination travels,and extracts the attributes and characteristics of tourists perceptions of Hubei tourism destinations.The results show that:(1)The image of Hubei tourism destination can be classified into six major themes: tourism attraction,tourism environment atmosphere,history and culture,tourism service and facilities,tourism experience and tourism resource evaluation;(2)tourists The recognition of Hubei tourism destinations mainly comes from tourism attractions,followed by tourism environment atmosphere,tourism services and facilities;(3)Wuhan is the most important location environmental factor in the perception image of Hubei tourism destinations;(4)Cultural history Tourists have a lower proportion of the perception image of Hubei tourism destinations,and tourists have no particularly obvious characteristics in the perception of tourism experience;(5)Tourists with tourist attractions and tourism accommodations have higher photo index;(6)Tourists have the highest positive emotions and less negative emotions in Hubeis destination image.Finally,it also puts forward suggestions for improving the image of Hubei tourism destinations,and provides decision-making reference for Hubei tourism related policy formulation.
tourism destination perceived image content analysis destination branding
Sun Wei Liu Junyi Li Heng
Wuhan University of Science and Technology;Beijing University of Posts and Telecommunications;Hubei Wuhan University of Science and Technology
国际会议
China Marketing International Conference 2019 (2019中国市场营销国际学术年会)
广州
英文
101-130
2019-07-22（万方平台首次上网日期，不代表论文的发表时间）