Study On The Current Situation And Optimization Of Changsha Night Tourism Based On The Perspective Of Tourist Experience Perception

Nighttime tourism is an important part of the nighttime economy whose economic activity is an important reflection of a city’s economic prosperity.The development of night tourism is an important means to promote consumption,expand domestic demand and stimulate the full recovery of the current economy.After the epidemic,night tourism has ushered in an important opportunity to promote high-quality development,meet the needs of people’s lives and manifest the spiritual culture of the city.Using Changsha night tourism as a case study,tourists’ online text is collected as a data source and ROST CM6 software is used for text analysis.Through high-frequency word analysis,semantic network analysis,main category analysis and sentiment analysis,we understand tourists’ satisfaction with Changsha night tourism from the perspective of tourists’ experience perception.In the main category analysis,nocturnal attraction is the highest frequency words,including the highest participation in night food,and the main activity areas are in the central part of Tianxin District,Yuelu District and Furong District.In the regional location analysis,tourist sources are mainly concentrated in South China,East China and Central China,with fewer tourists in North China and West China.In the analysis of tourism facilities and services,the transportation conditions,tourism reception capacity and service level need to be improved.In terms of willingness to travel at night,tourists’ willingness to travel and revisit is high,indicating that tourists are more satisfied with night tourism in Changsha.In the sentiment analysis,tourists mainly show positive emotions,but at the same time,they also show a few negative emotions,which deserve the attention of tourism-related departments.Finally,according to the above conclusions,it is proposed to enrich the connotation of night tourism projects,build diversified night consumption products,improve the night tourism public facilities and service system,optimize the government planning and management functions,and strengthen the night tourism publicity and marketing in order to promote the development of night tourism in Changsha.