| In recent years,with the development of OTA tourism online platform,tourists have shared their tourism experiences on the Internet,which to some extent reflects tourists’ impression and preferences for tourist destinations.Therefore,the digitization and visual analysis of unstructured data such as tourists’ comments and travel notes has become an important practical path to condensing in the image of tourist destinations.This study selected Zhuhai for the research destination,on the basis of combing research literature at home and abroad,using Python programming acquisition of Ctrip,mafengwo,and tourism official information with the help of ROST CM6 software,Gooseeker online platform analysis,IPA analysis of tourists for Zhuhai’s cognitive image,emotional image,tourist satisfaction,and through the comparative analysis of Zhuhai’s official tourism projection image and the tourist perception image,further developing Zhuhai tourism image promotion strategy.The following conclusions are drawn: 1.The tourists to Zhuhai are mainly from the Pearl River Delta,Hong Kong and Macao regions,and cities along the high-speed rail line;2.In the cognitive image,tourists have a deep perception of Chimelong and hotels;3.Tourists are generally satisfied with the emotional image of Zhuhai,mainly with positive emotions,but a few tourists show negative emotions,focusing on social tourism resources,tourism services,and tourism costs.4.There is a large "dislocation" between the official projection image and the tourist perception image.The official projection image pays more attention to Zhuhai,while the overall image and the tourists’ deeper perception are the specific tourism elements.According to the above conclusions,in order to improve Zhuhai’s tourism image and attract more tourists to Zhuhai,this paper puts forward strategies to improve Zhuhai’s tourism image from three aspects: tourist perspective,tourist perception image and official projected image,and tourism resources of Zhuhai. |
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