Analysis of Discrepancies Between Destination Image and Tourists' Perceived Image: Taking Fuzhou as a Case

Abstract

Taking Fuzhou as a case study, this research analyzes tourist network travel notes, online comments, and official website reports of the tourism bureau, and uses the word frequency statistical function of semantic analysis software to extract high-frequency words of tourist perception and official website projection of tourism image, and constructs social relations and semantic networks to compare and analyze tourist perception and official website dissemination of tourism image. The research results show that the Fuzhou tourism image perceived by tourists can be summarized into four dimensions: tourist attractions, tourism environment atmosphere, tourism facilities and services, and tourism experience. Tourists perception of tourist attractions is consistent with the official projection, and Sanfang Qixiang and hot springs have become representative resources of Fuzhou. The key points of official propaganda are inconsistent with the focus of tourist perception. The Fuzhou Tourism Bureau should pay more attention to tourism hotspots such as historical buildings in the city and Pingtan Island scenery, and actively create an ecological leisure city, focusing on parent-child study tours and rural revitalization. Tourists prefer historical buildings in the city and Pingtan Island scenery. Finally, based on the research conclusions, targeted suggestions are proposed for Fuzhous tourism promotion.