Analysis and Optimization Strategy Research on the Discrepancy Between Official Projected Image and Tourist Perceived Image of Cities——Taking Hangzhou as an Example
This study takes Hangzhou City as a case study.Based on Python and Gephi platforms,jieba and SnowNLP tools are used to conduct word frequency analysis,semantic network analysis and emotion analysis,so as to explore the perception and differences of Hangzhou's"project-perception"tourism image.The research find-ings indicate that:① Both official projected image and tourist-perceived image frequently mention categories such as"tourist resources""public services""tourist environment""city impression."Tourist perception is superior to the official projection in terms of"public services"and the"tourist environment".② The official projection is more comprehensive,highlighting the overall city image and focusing on the promotion of cultural and tourism activities.Tourist perception tends to favor details during the travel process.Scenic spots and accommodation ex-periences are emphasized.③ Tourist-perceived image emotions are generally positive,with negative emotions mainly reflecting issues such as crowded tourist attractions,high prices,and poor service attitude.④ Recommen-dations include shaping the official image by combining Hangzhou's historical and cultural heritage,scenic land-scapes,and distinctive cultural and tourism activities.Additionally,improving the quality of accommodation,transportation,dining,and scenic area services is advised to promote the healthy and positive development of Hangzhou's tourism image.
perception of tourism imageryprojected imageperceptual imageperception discrepancy
NETL
NSTL
万方数据
