Comparative Study of Visitor Perception Image and Official Projected Image of National Parks--A Case Study of Shennongjia National Park
The difference between tourists'perceived image and official projected image is the key to optimizing the man-agement of tourist destinations.Based on the network text data,the content analysis method is used to compare and anal-yse the perceived image of tourists and the official projected image of Shennongjia National Park.The findings are as fol-lows:first,the tourism image of Shennongjia National Park can be distilled into seven themes,four of which,namely,tour-ism attraction,tourism experience,tourism environment and atmosphere,and brand building&management,are more dif-ferent;second,the semantic network of tourists'perceptions presents a four-level structure of"core,sub-core,important nodes,other nodes",which is tighter than the official projected semantic network;third,the image perceived by tourists and that projected by officials are mainly positive,but the negative emotions in tourists'perceptions are more than these in official projections.Finally,the paper puts forward suggestions from three aspects:cultural atmosphere,tourism experi-ence,and dynamic management.
national parkperceived imageprojected imageShennongjia
NETL
NSTL
万方数据
