Visual Analysis of Domestic Tourism Destination Image Research Based on VOSviewer

The article uses VOSviewer analysis software to analyze 365 key literature on "tourism destination image" included in China National Knowledge Infrastructure from 2012 to August 2022 as a sample. The results show that: (1) In recent years, there have been abundant research achievements related to the image of domestic tourism destinations, and the Journal of Tourism is the most important journal in this field of research; (2) The core authors and research institutions have not yet formed a close collaborative network and team; (3) The main research content in this field in China includes four aspects: measurement of tourism destination image, relationship between tourism destination image and tourist behavior, shaping and dissemination of tourism destination image, and marketing of tourism destination image. In the future, it is recommended to use a combination of qualitative and quantitative methods to study the image of tourism destinations, strengthen cooperation between core authors and research institutions, and enhance the research on the basic theoretical framework of tourism destination image. And comprehensively apply multiple disciplines and methods to visualize and analyze the segmented fields of tourism destination image research.