Research On Tourism Destination Image Perception Based On Web Text Analysis

With the popularization and in-depth development of the Internet,the era of big data is quietly coming.The application of network technology in tourism industry is increasing day by day,and the economic benefits brought to tourism industry are becoming more and more prominent.Tourists communicate what they see and hear and their emotional experience through the Internet to the vast number of netizens and tourists through online travel notes,travel strategies and comments.Massive online texts directly affect the tourism decision-making of other potential tourists,and also have a direct impact on shaping the tourism image of tourist destinations.Taking Mingyue Mountain tourist area as an example,based on consulting and combing the relevant literature at home and abroad,this paper deeply understands and analyses the current situation of Mingyue Mountain tourist area,and puts forward the necessity and feasibility of using network text to analyze its image perception.Secondly,from the perspective of tourist destination image perception and official projection image,through querying the data of online travel notes,the data source of this paper is determined,and the text of online travel notes is obtained by means of "octopus" crawler software,and the information of official travel websites is obtained in the same way as the research sample of official projection image;the research design is carried out and the grounded theory is used to construct the research sample.Through the ROST CM6.0 software and content analysis method,through word segmentation,high-frequency vocabulary statistics,emotional analysis and other analysis,the tourist cognitive image and emotional image of Mingyue Mountain tourist area are analyzed.Finally,by comparing the cognitive image of tourists with the official projection image,the reasons for the differences are analyzed.The advantages and disadvantages of the current scenic spots are analyzed from four categories: location division,tourist attractions,service facilities and level,tourism environment and atmosphere,and the optimization suggestions and strategies to enhance the Mingyue Mountain tourist area are obtained.According to the results of data collection,we can draw the following conclusions:(1)Natural landscape is the most profound category in the cognitive image of Mingyue Mountain tourist area,but tourists have a low perception of human resources and local food,and it is also relatively scarce in the local area,so it is seldom reflected in online travel notes.(2)Tourists' emotional perception of Mingyue Mountain tourist area is mainly positive and strong;negative and negative emotional evaluation accounts for a minority,and the reaction is not strong;through travel notes,we find that most tourists have the desire to recommend and revisit after visiting Mingyue Mountain tourist area.(3)Through the analysis of official website and self-Media data,it is concluded that there are differences between official projection image and tourists' perception image,and that there is a common understanding of the main scenic spot and the overall impression of Mingyue Mountain,but there is a "dislocation" phenomenon in human resources and tourism activities,which should be paid attention by managers.(4)In order to further enhance the network perception image of Mingyue Mountain tourist area,we should strengthen the construction of tourism infrastructure and create a good tourism atmosphere;innovate and apply new media to create a diversified three-dimensional publicity platform;strengthen the integration of tourism resources and enrich the humanistic connotation of tourism attractions;take the big health industry as the breakthrough point,build a healthy tourism brand in depth;and let Mingyue Mountain tourism develop.The tourism image of Mingyue Mountain shows its own characteristics,so as to improve its core competitiveness.