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《Tourism Forum》 2017-06
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Tourism Destination Image Perception Differences between Chinese and International Tourists based on Web Text Analysis——A Case Study of Muslim Quarter in Xi'an

LI Chunping;ZHANG Jian;School of Tourism and Research Institute of Human Geography,Xi'an International Studies University;  
Destination image has been the subject of great amount of studies in tourism field since the 1970 s.However,little attention has been paid to conduct the comparative study of tourism destination image between different tourists groups with different cultural backgrounds.The perception of destination image is largely based on tourists' subjective evaluation,thus it is necessary to study tourism destination image perception differences of groups with different cultural background.In order to explore the perception differences between tourists from China and those from abroad on Muslim Quarter,2000 online travel reviews from tourists at home and abroad are analyzed by KH Coder using web content mining method.Through the analyses of word frequency,tourists' emotions,the paper finds that differences in the image are the perception of Muslim Quarter between Chinese tourists and international tourists.In addition,although both groups hold positive perception for Muslim Quarter,differences exist in the affective perception between the two groups.Furthermore,the paper explains the reason why big differences exist between the two groups from the three cross-cultural perspectives including power distance,cultural distance and high and low cultural context.In the light of the results,the paper proposes suggestions for enhancing Muslim Quarter's destination image for Chinese tourists as well as for international tourists,which includes forming a different destination image,enhancing the propaganda in international market,as well as conducting positioning marketing strategies based on cultural features of tourists.
【CateGory Index】: F592.7
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