Abstract
This article collects tourists’ online comments on Ctrip.com, a historical and cultural block in Dashilan, Beijing. Based on grounded theory and text content analysis tool ROST.CM6, it analyzes the perception image of tourists in historical and cultural blocks. Positive perception factors include tourism resources, tourism environment, reception, and traffic location. Negative perception factors can be divided into three aspects: tourism soft environment, reception, and tourism product. Corresponding improvement suggestions are proposed for tourists’ negative perceptions.
Highlights
This article collects tourists' online comments on Ctrip.com, a historical and cultural block in Dashilan, Beijing
It was found that tourists' perception of Dashilan mainly includes five dimensions: tourism resources, tourism environment, reception, traffic location, and Overall Recognition
Tourists expressed "like" and "recommended" tourist tours, and found them "interesting," fun ", and" cannot miss ".At the same time, we found that tourists are still on sightseeing tours of Dashilan historical and cultural districts In the stage, it is more used as a time-honored sightseeing spot in China, a punching place in famous national scenic spots, and a tasting place for Beijing snacks
Summary
The perception of tourism image affects tourists' decision-making, but it is very important for the promotion of tourism destinations. Song Zhanghai analyzed the relationship between tourist attraction factors, cultural factors and related ancillary factors and the perceived image of tourists[15].And statistical research, the influence degree of various factors is ranked[16].Cheng Ye and Sui Lina proposed a conceptual model of tourism perception based on the relationship between stimulus, individual factors and perceived image[17].Yao Changhong et al Constructed a hierarchical evaluation model of perception bias based on the image subject and perceived content[18].The shaping and dissemination has important guiding significance These studies have provided conditions for the marketing management of tourism image.Li Jie put forward targeted marketing strategies for the formation of tourist destination image[19].On the basis of fully explaining the importance of tourist destination image, Guo Lufang proposed the development of tourist destination image marketing strategy. The overall protection of the neighborhood and the local economic development provide some theoretical contributions
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