Research on the Promotion Strategy of the Image of Rural Tourism Destination Based on Content Analysis——A Case Study of Meihuazhou Scenic Spot in Jiaxing City

Through the network content, the differences between the projected image of rural tourism destination and the perceived image of tourists were analyzed, thus to provide suggestions for accurately adjusting the direction and intensity of the projected image of rural tourism destinations. On the basis of crawling web text data with the crawler, through the method of content analysis, fourteen cognitive image categories and four themes of Meihuazhou Scenic Spot were summarized, and IPA quadrantal diagram was established. Then, the differences between the projection side and the perception side of the whole image were comprehensively analyzed by combining the co-word matrix and network semantics. The results showed that in the image construction, both scenic spots and tourists paid attention to the two categories of natural landscape and location environment. The difference was that scenic spots focused on tourism environment, tourism atmosphere and experience, and the projected emotions were relatively single; tourists paid more attention to the tourism resources in scenic spots, and tourists had various emotional tendencies. Based on this, it was suggested that Meihuazhou scenic spot should focus on the construction of natural landscape image so as to maintain the advantage of tourism resources, and improve the subcategories that differed greatly under the three themes of tourism facilities and services, tourism environment and tourism experience.