Research On Foreign Tourists’ Perception Of Chinese National Tourism Image Based On Sentiment Polarity

Inbound tourism is a measure of a country’s international tourism competitiveness.however,the growth rate of inbound tourists in China has gradually slowed down in recent years,and the composition of inbound tourists has long been dominated by Hong Kong,Macao and Taiwan tourists.therefore,it is crucial to study the perception of China’s national tourism image from the perspective of foreign tourists to promote the development of inbound tourism in China.In this study,we collected post-trip evaluations of foreign tourists visiting China on Travelblog,and explored the differences in the perception of China’s national tourism image by foreign tourists with different emotional polarities using natural language processing techniques.First,the BERT model in deep learning was used to predict tourists’ emotions,and it was found that foreign tourists’ perceptions of China’s national tourism image were dominated by positive emotions,and only a few foreign tourists expressed negative or neutral emotional tendencies.Then the LDA topic clustering model in machine learning was introduced to extract topic features for each of the three foreign tourists with different emotional polarities,and it was found that overall foreign tourists’ perceptions of China’s national tourism image showed composite,multiple and contradictory characteristics.Finally,further discussions are conducted based on the research findings combined with existing theories,so as to explore the paths and methods for shaping a good national tourism image and promoting the development of inbound tourism in China.The discussion is as follows.(1)Must-be elements are the core factors that affect the emotional polarity of foreign tourists.In this study,when foreign tourists perceive the must-be elements well,they will show overall positive emotions towards the perception of China’s national tourism image and will pay more attention to other elements of the journey,while the dysfunction of the must-be elements is more likely to cause negative or neutral emotions of tourists.Therefore China should pay high attention to the must-be elements when developing inbound tourism.(2)Interpersonal interaction element is an important factor that affects the emotional polarity of foreign tourists.Foreign tourists are not only consumers of tourism,but through interpersonal interaction they have a deeper understanding of China’s national image in terms of politics,economy,culture and national characteristics,thus influencing the emotional tendency of foreign tourists to perceive a country’s tourism image.Therefore,China should strive to provide a harmonious interpersonal interaction environment for foreign tourists when developing inbound tourism.(3)Structural elements are important factors that influence the emotional polarity of foreign tourists.Structural elements are very controllable,and the excavation and optimization of structural elements can directly provide practical guidance for managing destinations and improving tourism products and services.Therefore,China’s inbound tourism can be given a corresponding enhancement strategy in terms of convenience enhancement.