Image Perception Of Ice And Snow Tourism Based On Online Text Mining

With the successful bid of Beijing Winter Olympic Games in 2022,Ice and Snow tourism in China will meet great opportunities and challenges.In addition to three provinces in Northeast China,more than 30 provinces and cities in China such as Hebei province and Xinjiang province,have successively launched Ice and Snow tourism products.Under the increasingly competitive situation of Ice and Snow tourism market,the shaping of tourism destination image is the key factor to restrict the competition of Ice and Snow tourism market,and it is also an important means to promote the development of market economy.In order to break out the siege in the homogeneous Ice and Snow tourism market,shaping a differential image of the tourism destination is necessary.The study of tourism destination image perception can help the gover nments to know more about the tourist,doing good service feedback,improvin g the satisfaction level of the tourist.At the same time,it will help the related institutions to make decisions,to identify the optimal tourism resources from varies tourism elements,to develop more reasonable tourism products,so that improve the comprehensive competitiveness of the tourism destination.Therefore,the study of image perception is of great significance to the shaping of tourism image.Questionnaire is most commonly used for the estimation of destination tourism image perception.Although the questionnaire can concentrate on the subject of the re search deeply,the data from the questionnaire can be easily influenced by the subjective factors of the researchers.meanwhile,it has high requirements for the rationality of the questionnaire.In recent years,with the rapid development of online travel agencies(OTA),a large amount of online comments of tourist cities and attractions has been generated,providing a new perspective for image perception research.The evaluation of tourist destination image perception based on online text can capture tourists' perception more efficiently.It provides a new perspective for image perception research.This paper,taking Baidu travel,Ctrip,Mafengwo and other OTA and tourism UGC platform's online comment data as an example,employs two typical text analysis methods,Term Frequency-Inverse Document Frequency(TF-IDF)and Latent Dirichlet Allocation(LDA),to analyze tourists' cognitive image,emotional image and overall image perception of six Ice and Snow tourist attractions of Harbin,such as the Ice and Snow World,Sun Island,Saint Sophia Cathedral,Central Avenue,Snow Land,and Yabuli Ski Resort.The research shows that: Firstly,the cognitive image elements of Ice and Snow tourism can be summarize d into five groups,including related landmarks,tourism activities,architecture,catering and accommodation,travel prices.Related landmarks are the first element,while the weight of other cognitive image elements in each scenic spot is different.Secondly,The emotional image of Ice and Snow tourism is positive.Except for Snow Land,the other five attractions have strong willingness to recommend.the comprehensive emotional value rank is: Yabuli Ski Resor t(30 points)> Ice and Snow World(23 points)> Central Avenue(20 points)>Sun Island(16 points)> Saint Sophia Cathedral(15 points)> Snow Land(4 points).Lastly,the overall image perception theme of Ice and Snow tourism covers Ice and Snow entertainment,Ice and Snow tourist,Ice and Snow sports,special food and culture.The study enriches the research methods of tourism big data and provides suggestions for the shaping of Ice and Snow tourism image in Harbin.