Taking 28 red tourist attractions in Shanghai as research objects,the study systematically researches the content characteristics,influencing factors and formation mechanism of red tourism image perception based on the online review data of tourists by means of content analysis and grounded theory.The results show that based on grounded theory analysis,the influencing factors of red tourism image perception include 24 factors such as media channels,travel experience and travel purpose,which can be summarized into 7 dimensions such as information source,individual factor and core attraction.Based on the time clues before,during and after the trip,three levels of original/induced image,compound image and judgment image are extracted.The formation mechanism model of red tourism image perception is constructed.According to the research results,the study puts forward some suggestions on shaping and spreading the red tourism image of Shanghai by stages.
red tourismtourism image perceptionformation mechanismgrounded theoryShanghai