Web-text-analysis-based Research On Tourism Image Of Historical Villages And Tourist Experience Quality

The historical village is an important carrier of a nation's excellent traditional culture with its characteristic architecture,art,culture and folk customs.China's historical villages are widely distributed and have different characteristics,and promoting the development of new countryside construction and rural tourism has brought opportunities and challenges to the tourism and development of historical villages.With the increasing competition among the tourism industry,the image of tourist destinations has gradually become an important factor in the development of competition among historical villages and tourist places.With the development and popularity of the Internet,the major online platform has become a good place for tourists to express what they see and hear in tourism and emotional cognition,and to interact and share stories with other tourists in the form of online travel notes,online reviews and so on.Web texts are the direct embodiment of the tourists' perceived image and emotional cognition,which are easy to collect,informative and with a wide coverage.The scenic area managers can also analyze the differences between the perceived image of tourists and the official projected image through the web text,which can effectively reduce the difference between the two and improve the quality of the tourist experience.This paper takes Dayuwan,Huangpi District,Wuhan City as a case study to analyze the difference between tourists' perceived image and official projected image,and to analyze the influence of historical village tourism site image perception on the quality of tourists' experience,in order to propose targeted measures and suggestions to improve the tourism image of Dayuwan.It is divided into eight parts.The first part is the introductory theories,which elaborates on the research background and significance of this paper,the research objectives and content,determines the research methodology,and construct a technical roadmap.The second part is about the current situation at home and abroad,based on an extensive review of relevant domestic and exotic literatures,the concept of historical villages,perceived images,and projected images is defined,and relevant research at home and abroad is summarized and combed to determine the research theme of this paper.The third part elaborates the basic theory of this paper,and analyzes the connotations of the theory of embodied cognition,the theory of tourism experience,and the theory of network communication and its guiding significance to this paper.The fourth section is divided into data sources and collection.This paper uses the"Octopus" collector as the data source for the study of 75 web travelogues,143 scenic evaluations(total of 62793 words)and 114 information texts(total of 42703 words)collected from major websites.The fifth part is the image analysis of tourist destinations.This paper uses ROST CM software to demonstrate word segmentation statistics and sentiment analysis on the evaluation of online travel notes.Based on the grounded theory,it summarizes the analysis categories of tourists' perceived images,and uses content analysis to analyze the tourists.The tourists' perceived images of the image of various elements in the historical village of Dayuwan;the official projected image of Dayuwan is combined with the official information text after word segmentation,and compared with the perceived image of tourists.The study found that the perceived image and the official projected image of Dayuwan tourists are basically the same in terms of humanistic tourism resources,food and drink,and special performances,with some differences in terms of natural tourism resources,thematic activities,etc.The sixth part analyzes the relationship between image perception matching level and the quality of tourist experience(characterized by tourist satisfaction,tourist recommendation and willingness to revisit),and studies the relationship between tourist experience quality and tourist image perception by combining the difference between tourist perception image and official projected image and tourist emotional perception:when the two images are highly matched,tourists will have more willingness to revisit and recommendation;on the contrary,some tourists have no willingness to revisit,and some tourists still have willingness to come back.The seventh part of the study recommends measures to improve the tourism image of historical villages,focusing on the difference between the perceived image of tourists and the official projection of the image,and proposes targeted management measures and recommendations.These countermeasures include strengthening the real-time updating of the image of historical villages and tourist destinations,strengthening the use of natural tourism resources and cooperation with the surrounding tourist attractions,improving the quality of service and creating special product brands.The eighth section conclusions and prospects summarizes the findings of this paper,points out the shortcomings of this study,and provides an outlook on the direction of subsequent research.