短视频平台上大连城市旅游形象研究

短视频App的盛行为旅游者提供了更多的分享平台，对于旅游目的地形象的传播作用也更加显著。选取大连市为案例地，采用网络文本分析法对抖音短视频的评论文本进行数据分析，对大连市旅游形象进行研究。结果表明，美丽浪漫的海滨城市仍然是游客对于大连感知较深的城市形象，但对旅游服务存在负面感知。此外旅游短视频的质量和真实性也是旅游者考虑的因素。据此提出构建多渠道城市形象传播体系、提高旅游短视频质量、加强旅游服务质量管理、加强红色旅游宣传等建议。

Research on Tourism Image of Dalian on Short Video Platform

The popularity of short video apps provides more sharing platforms for tourists, and plays a more significant role in spreading the image of tourist destinations. Dalian City is selected as the case, and the data of the comments text of DouYin short video is analyzed by using the network text analysis method, and the tourism image of Dalian City is studied. The results show that the beautiful and romantic coastal city is still the city image that tourists have a deep perception of Dalian, but they have a negative perception of tourism services. In addition, the quality and authenticity of short tourism videos are also factors that tourists consider. Based on this, some suggestions are put forward, including constructing a multi-channel city image communication system, improving the quality of short tourism videos, strengthening the quality management of tourism services, and strengthening the publicity of red tourism.