Research On The Perceived Image Of Tourist Destination In Beijing Based On Text Mining

In recent years,the competition in the tourism market is becoming more and more fierce.the tourism destination needs to ensure sufficient tourists and improve their market competitiveness,so the image and word of mouth is particularly important.therefore,tourism scholars have always attached great importance to the study of tourism destination image.Many studies show that tourists’ tourism behavior will be affected by the image of tourism destination to a large extent.However,through the analysis of the component dimensions of tourism destination image,there are few literatures on the impact of each component dimension on tourists’ behavioral intention.Moreover,different tourist destinations have different influencing factors of tourism image,and the influencing factors of tourists’ behavior intention are also different.Beijing,as the capital of China,has rich historical and cultural and modern tourism resources,so we should study the tourism image of Beijing as a tourist destination and make full use of its tourism resources to make it a first-class tourist resort.With the development of the internet,many got talent blogs share their travel information on social networking sites,record their most real feelings in the process of tourism,which has become an important source of information for tourists.therefore,this paper takes the text content of Beijing travel notes on tourism sites as the breakthrough point,using text mining technology and content analysis from the perspective of text semantics to study the perception image of Beijing tourism destination components and the degree of correlation,and then grasp the relationship with tourists’ behavior intention.The purpose of this paper is to provide some references and suggestions for Beijing’s tourism development,promotion of tourism image and the marketing activities of local government and tourism practitioners.First of all,this paper summarizes the relevant literature on tourism destination image,expounds the concepts of cognition and emotion,tourism destination image,tourism perceived image,consumer behavior intention,and based on this,combs out the cognitive-emotion-conation model and tourism image formation mechanism,which constitutes the theoretical framework of the article.Secondly,using GooSeeker technology to capture Beijing’s online travel notes,using content analysis to classify them,on the basis of literature review,clear the main dimensions of Beijing’s tourism perception image and the composition of Beijing’s tourism perception image scale.Thirdly,on the basis of reading a large number of literature,the paper establishes a theoretical model of the relationship between the three dimensions of Beijing tourism destination perceived image and behavior intention,and verifies the model through data analysis.Finally,on the basis of the analysis of the conclusions,this paper puts forward some suggestions and countermeasures for the development of tourism in Beijing from the three aspects of cognitive image,emotional image and destination image’s propaganda and marketing.