Under the background of the integration of culture and tourism,tourists'demands continue to upgrade,and the promotion of national supportive policies,the development of immersive tourism performance is spreading like a prairie fire.This study uses content analysis method and ROST CM6 software to deeply explore the tourism image perception of the immersive performing arts scenic spot"Unique Henan·Land of Dramas".It is found that tourists'cognitive image of"Unique Henan"is mainly reflected in the elements of tourism performance,tourism environment and atmosphere,and tourism experience evaluation.The emotional image is dominated by positive emo-tions,which is mainly represented by scene substitution experience and emotional conception experience.Negative emotions are reflected in tourists'dissatisfaction with ticket prices,queuing time,performance content,tourism services and facilities.On this basis,suggestions are put forward from the aspects of ticket management,service experience,cultural connotation and technology application to further improve and enhance the tourism image of"Unique Henan",in order to create a more attractive immersive tourism performing arts scenic spot.
Unique Henan·Land of Dramascontent analysis methodtourism image perceptionimmersive tourism performance
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