Research on the Differentiation and Harmony of International Cruise Images Based on the Coding Analysis of Selena OGC and TGC

Abstract

Based on the coding analysis of occupation - generated content (OGC) and tourist - generated content (TGC), this paper conducts a study on the differentiation and harmony of Selena cruise ship. The results show that: (1) In the emotional dimension, positive emotions are the main proportion of both evaluations, showing a trend of positive> neutral > negative; (2) In terms of the objects of concern, both can be divided into five dimensions: cruise services, cruise facilities, cruise products, cruise design and operation management. (3) Differentiation: In terms of advertorial vocabulary, OGC tends to standardize objective presentations, and the richness and emotional color of words are weak; (4) Differentiation 2: In terms of focusing on dimensions, OGC pays more attention to showing the cultural heritage of Selena with categories such as art and culture, and the communication content is more diversified and the communication structure is more stable; TGC is more inclined to play the main role of "people" in the process of conveying Selena's travel experience, focusing on cruise catering, cruise accommodation, cruise service and operation management. Finally, combined with the IPA model, relevant improvement and optimization measures were proposed for Selena cruise ship from four aspects: continuous maintenance area, oversupply area, opportunity development area and key improvement area.