Research On Tourism Characteristics Of The World Heritage In China

World heritage sites have gradually become the star products of the tourism industry and occupied a crucial status by their unique feature in recent years. As a result, world heritage tourism becomes a more and more popular worldwide phenomenon in which human beings are showing their demands in exploring the nature as well as understanding Chinese culture. World heritage tourism show highly harmonious behavior among tourists and it is also humans’necessary part of life, because people sometimes would try to be far away from the hustle and bustle, returning to nature and reading cultural history in a high quality manner. On behalf of official managers from government or heritage site, the existing studies usually start from the macro perspectives to research on tourism value, planning, development, management, conservation and so on. However, macro phenomena showing in world heritage tourism often depend on microscopic tourism behavioral characteristics of tourists.The development of Web2.0 helps achieve the information feedback from the tourists. The new media, such as Blog, Weibo and online communities, and the UGC platform which Online Travel companies are developing provide researchers objective data source to do studies on scenic spots from tourists’ perspective and guarantee the research of this dissertation. Moreover, National Tourism Administration named the year of 2014 the "smart tourism year", which not only speed up some related online tourism services, but also encouraging more researchers to try new technologies (such as the Internet of Things, cloud computing, intelligent data mining and so on) on tourism industry.This dissertation presents the hotness and time differences of the world heritage sites from tourists’ perspectives with the methods of text mining and statistical analysis. Then the commonness of the tourists’ behaviors are revealed in 4 dimensions through constructing characteristic word list of high frequency. At last, we divide 45 world heritage sites into seven categories through clustering with the SPSS, and showing the the strength of their similarity with a visualization tool.Firstly, during the hotness display of the world heritage sites, SPSS is used to study wether there is any correlativity between the type and the hotness of the world heritage. Next, the numbers of travel notes from January to December by each world heritage are calculated with which the hotness differences of 45 world heritage sites in twelve months are analyzed.Secondly, in order to construct feature words’ list of high frequency, ICTCLAS system is used to segment texts of travel notes, then wipe off stopwords and process synonym conversion. After the above data processes, in order to analyze the commonness of tourists’ behavioral characteristics, feature words are classified into four dimensions, which are traveling demand, tourism destination, the forms of tourism product, and way of traveling.Thirdly, the similarity and the level of similarity among the world heritage sites are analyzed. We first extract the original symmetric matrix from feature words’ list of high frequency. Then hierarchical cluster and multidimensional scaling method are used to analyze the dissimilarity matrix which is converted from the original symmetric matrix. Finally, netdraw is used to visualize the level of similarity among the world heritage sites.Finally, based on the analysis of above research, the results and the main contributions of this article are summarized. According to the characteristics of world heritage sites shown above, we put forward the following four strategies:(1) In order to improve the overall tourism heat of the cultural heritage sites, we should combine the world heritage sites with other famous scenic spots around which contains natural environment; (2) Being well known of the month heat distribution of world heritage sites, and take special management measures over peak time; (3) World heritage sites which are similar to each other because of the geographical positions should combine the non-heritage tourism resource; (4) World heritage sites which are similar to each other because of the attribute, culture and natural environment of the world heritage sites themselves should adopt the mutual promotion marketing strategy. In conclusion, the research results and the final strategies on marketing and mangement can provide significant ideas for the world heritage official managers in future.