关键词: 扎根理论, 网络游记, 旅游目的地形象, 负面感知

Abstract:

Inbound tourism is an important part of a country's tourism industry,and it has a lot of comprehensive functions, such as improving economic benefits, promoting international communication and cultural exchanges, elevating the national image and so on. In recent years, the development of inbound tourism of China is relatively sluggish, and this study explored the factors that hinder and influence the development of the inbound tourism market from the perspective of inbound tourists. Research was based on the analysis of online travel notes which mainly come from English-speaking tourists. This paper analyzed the sources of negative perceptions of tourists' image of Chinese tourist destinations, and at the same time, studied the logical relationship among them. The study found that there are three main reasons for the negative perception of tourists: first of all, the double-sided effect of cultural differences; what's more, the quality of tourism services and reception needs to be improved; last but not the least, the asymmetry of tourism products and publicity information. In addition, the study found that the influence factors of tourists' negative perceptions are related to destination society, tourism enterprises, tourism attraction and other categories, consequently countermeasures and suggestions are proposed from these three levels.

Key words: grounded theory, online travel notes, tourism destination image, negative perception