A Research on Image Perception of Gaozhuang Xishuangjing Scenic Area Based on Content Analysis of Web Texts from Travelers
Selecting Gaozhuang Xishuangjing of Xishuangbanna as a case study,using travel notes and comments published by tourists on Mafengwo and Ctrip as research samples,using content analysis method and ROST Content Mining 6 software,this study investigates the perceived tourism image of Gaozhuang Xishuangjing by tourists.The results indicate that tourists perceive the tourism image as five themes:stunning night scenery,exotic architecture,flavored cuisine,ethnic customs,and leisure atmosphere.The overall perception of tourists can be summarized as a leisure,commercial,and cultural tourism destination with"night scenery"as the main theme.Tourists tend to have a positive emotional inclination towards Gaozhuang Xishuangjing with unique tourism landscapes,exotic tourism experiences,distinctive festival activities,and new media marketing being the main sources of its attraction.Based on the above conclusions,the article put forward suggestions for improving the tourism image of scenic spots.
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