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Keywords

cruise brand, cruise tourists, content analysis, image perception, text mining

Abstract

The brand image of cruise ship is of great significance to the development of cruise ship.In the era of social network,which greatly releases the public discourse power,exploring Chinese consumers'perception of the brand image of cruise ship in the new environment is conducive to the image management of cruise ship.This paper starts from the two dimensions of cognition and emotional image,and based on the online comments of Chinese cruise tourists on Ctrip and The same trip,makes an overall analysis of the summarized text data with the help of high-frequency word analysis,statistics of high-frequency words,and analyzes high-frequency words in terms of part of speech,cruise as a whole,and cruise brand representative words.Semantic network analysis is carried out on the review texts of cruise brands in general and each cruise brand,and the relationship between words is studied concretely.Finally,this paper analyzes the emotional tendency of cruise brand image,obtains the perceived image of cruise brand from the perspective of Chinese consumers,and puts forward relevant Suggestions on image management.Research shows that:cruise brand image is divided into five parts:facilities,services,travel partners,consumer perception,cruise destination.Chinese cruise consumers'perception of cruise brand image shows the structural characteristics of the core part,the sub-core part,the extension part and the outer ring part,and their perception of different cruise images has different emphases.In addition,Chinese cruise consumers have a positive attitude towards the brand image of cruise ships.

DOI

10.16315/j.stm.2020.06.013

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