摘要随着旅游业的发展，各旅游目的地之间的竞争也越来越激烈，如何能吸引更多游客前来旅游，并在他们心中树立良好的旅游形象成为了各旅游目的地的重要任务。互联网成为了游客前往旅游目的地之前获取信息的重要渠道，也成为了旅游结束之后分享信息和体验感受的渠道。本研究选取颐和园作为案例地，通过文献分析法建立理论基础，并选取中外游客对颐和园旅游的网络点评进行内容分析，对比和总结出中外游客对颐和园旅游形象的感知差异。通过国内外不同文化背景群体对顾和园旅游形象的感知差异比较研究，有助于锁定有价值的目标市场进行针对性的服务，推动旅游目的地的科学规划、开发与管理，为提升颐和园国内国际旅游形象提供理论和实践指导。关键词：旅游形象感知：颐和园：中外游客：网络文本分析AbstractWith the development of the tourism industry,competition between touristdestinations is becoming increasingly fierce.How to attract more tourists to travel andestablish a good tourism image in their mind has become an important task for eachtourist destination.The Internet has become an important channel for tourists toobtain information before travelling to tourist destinations.It has also become achannel for sharing information and experiencing feelings after the end of tourism.Itscontent also intuitively reflects tourists'perceptions and feelings about the image oftourist destinations.This study selects the Summer Palace as a case,establishes a theoretical basisthrough literature analysis,and selects Chinese and foreign tourists to analyze thecontent of the Internet reviews of the Summer Palace tourism,and compares andsummarizes the differences between Chinese and foreign tourists'perception of theSummer Palace tourism image.Through a comparative study of the perceptiondifferences of the Summer Palace's tourism image by different cultural backgroundgroups at home and abroad,it can help target valuable markets to provide targetedservices,promote scientific planning,development and management of tourismdestinations,and promote domestic and international tourism in the Summer Palace,which can provide theoretical and practical guidance.Key words:tourism image;the Summer Palace;Chinese and foreign tourists;webtext analysis目录一、66772.实践意义..89二、9(一)1.2.(二)1.跨文化群体的旅游目的地形象比较研究.....112.基于网络文本分析的旅游目的地形象研究...12132.数据来源与研究设计..