Abstract: Tourism Destination Image has a great significance in tourism development of Xinjiang Tianshan Mountain. By now there have been fewer empirical researches on Tianshan tourism image perception. Essays about Xinjiang Tianshan World Natural Heritage in cyberspace, using the software of ROST Content Mining, as well as grounded theory could be found, respectively analyzing cognition and emotional image of Xinjiang Tianshan Mountain. The conclusion is that images of tourists towards Tianshan are cognitive and emotional dimensions are consistent with the distribution of image perception. From cognition and emotion in perception of tourism image, visitors show a strong perception to “ambience”and“tourist attraction”, while weak perception to“tourist facilities”and“Service Management”. At the same time, “social environment”, which shows a negative impact, makes visitors feel negative, seriously affecting tourists’satisfaction and revisit intention towards Tianshan.

Keywords: tourism footprint; Xinjiang Tianshan mountain; tourism image; tourist perception

摘要： 旅游形象对新疆天山旅游业发展具有重要意义，但目前关于新疆天山旅游形象感知的实证研究却很有限。本文以新疆天山世界自然遗产地为研究对象，以452篇发布于网络空间的旅游数字足迹为研究样本，采用ROST ContentMining软件以及扎根理论分别对新疆天山旅游认知形象与情感形象进行分析，得出游客对新疆天山旅游形象呈正面感知的结论。本文发现，游客对旅游认知形象与情感形象感知维度呈一致分布且感知侧重性突出。在旅游认知形象与情感形象感知中，游客对“环境氛围”与“旅游吸引物”感知程度较强，而对“旅游设施”与“服务管理”感知程度较弱。同时，具有负面影响的“社会环境”使游客感知呈现消极状态，严重影响着游客对新疆天山的满意度与重游意愿。

关键词: 旅游数字足迹, 新疆天山, 旅游形象, 游客感知