Official Projected Image and Tourists'Perceived Image in National Parks:A Case of Wuyishan National Park
National parks are one of the most important fields to highlight the achievements of China's ecological civilization.The key to improving national identity is making the projected image fit the perceived image of national parks.Considering Wuyishan National Park as an example,this study collects Ctrip reviews and official publicity texts on Wuyishan National Park.Based on the tourist gaze theory,we use the latent Dirichlet allocation(LDA)theme model to analyze the similarities and differences between the official projected image and tourists'perceived image of the national park.We obtain the following results:(1)National parks'image in the network context contains five dimensions—natural resources,cultural resources,tourist experience,facilities and services,and value status.(2)From the perspective of the core high-frequency words of image cognition,the coincidence rate of projected and perceived image is only 1/3.The broadness of the official propaganda is in sharp contrast to the specificity of tourists'perceptions and experiences.(3)The comparison of different dimensions reveals that the natural resources dimension exhibits a high degree of projected and perceived image fit,while dislocation exists regarding other dimensions.Accordingly,we use the two-dimensional quadrant method to construct three regions of the national park image:maintenance,advantage,and improvement regions.According to the characteristics of different regions,strategic suggestions are proposed based on the leadership of national park management organizations.
Wuyishan National Parkprojected imageperceived imagetourist gazeLDA
NETL
NSTL
万方数据
