Visual analysis of tourism image research from the perspective of culture

This study collected the relevant literature in the field of tourism image in CNKI and web of Science (WOS) in recent ten years, drew the knowledge map through CiteSpace citation analysis software, and statistically analyzed the literature source, author, organization, research status and revealed the research status and trend of tourism image from the perspective of culture. At present, tourism image research mainly focuses on the perception differences of different cultural groups and the influencing factors of tourism image. The research trends are social media, regional culture and emotional image. In addition, the research on tourism image is relatively weak in the interdisciplinary fields such as design, and lacks comprehensive research methods. The next research may be biased towards cultural heritage research.