Study on Image of Coastal Tourism Destination Based on the Gaze of Tourists—A Case of Guangdong-Hong Kong-Macao Greater Bay Area

Abstract

The image of tourism is the tourists' perception of tourism elements in the process of tourism. The research on the image of tourism is conducive to analyze the attraction of tourism to tourists, help the managers to excavate the characteristic tourism resources of tourism destination, shape the image of tourism destination, and enhance the attraction and competitiveness of tourism market.The study of tourism image is of great significance to the development of tourism destination. Taking Guangdong-Hong Kong- Macao Greater Bay Area as the representative, this paper collects the comments published by domestic tourists on the website, and uses the grounded theory and text analysis method to study the cognitive image, emotional image and overall image of tourism destination. It is found that the cognitive image of tourism can be divided into five main categories, namely the coastal natural landscape, coastal cultural landscape, coastal tourism activities, destination environment and service facilities. On this basis, by extracting the emotional sentences from the comments and combining with the Circumplex Model of Affection, it is found that the emotional images of tourism destinations in Guangdong-Hong Kong-Macao Bay Area are mainly positive emotions; From the perspective of social semantic network and revisiting intention, the overall image of tourism in Guangdong-Hong Kong-Macao Bay Area is relatively positive, but there are also some negative perception elements. The purpose of this study is to provide some suggestions for the development of domestic tourism destinations.