基于网络媒体对旅游目的地形象的比较研究——以嵩山少林寺为例

Compare Research on Tourism Destination Image Perception in Social Media-- Example of Shaolin Temple

文章以社会化媒体作为背景，把社会化媒体与旅游目的地形象整合起来，采用内容分析法、网络搜索法、ROSTContentMining词频软件分析等方法，提取和挖掘游客的网络游记及官方网站中的信息，比较官方宣传的少林寺形象和游客感知的少林寺形象之间的异同点，为少林寺景区旅游形象的塑造、传播以及网络营销提出针对性的策略，从而为目的地打造良好的品牌形象提供一些有价值的参考。

In this paper, we base on the environment of social media background, integrate the social media and tourism destination image, use the content analysis method, the network search method, ROST Content Mining word frequency analysis, extract information from the official website and visitors＇ network travels notes, compare similarities and differences between official image and tourists perceived image of Shaolin Temple, discuss the important role of social media in the tourism destination image construction, provide some valuable reference for creating a good brand image of destination.