Research On The Tourism Image Perception Of Xinjiang World Cultural Heritage Based On Web Reviews

On June 22,2014,The project "Silk Roads:the Routes Network of Chang’an-Tianshan Corridor" jointly submitted by China,kyrgyzstan and kazakhstan has been included in the world heritage list.The 22 sites that make up the elements of a road network application are in China.It contains the Xinjiang six legacies(Kizil grottoes,Jiaohe Ruins,Gaochang Ruins,Beiting old city ruins,Kizilgaha beacon tower,The ruins of subashi buddhist temple),The World Cultural Heritage in Xinjiang has achieved a breakthrough of zero.In this paper,Kizil Grottoes as a case study,Using web crawling technology,network data mining method and social network analysis method,From the four professional travel websites of Ctrip.com,Antcom,Qunar.com,and tripadvisor,capture tourist reviews on Kizil Grottoes.Using The word segmentation software of ROST Content Mining,For high-frequency word extraction.And then using the cognitive-emotional model,This paper analyzes the tourist cognitive image,emotional image and comprehensive image of the Kizil Grottoes Heritage,Summarize the tourism perception image of kizil grottoes,with a view to further enhance and shape the tourism image of Xinjiang World Cultural Heritage Site represented by Kizil Grottoes,ensure that its historical culture is fully excavated and achieve sustainable development of tourism in the heritage site.research shows,The tourist perception image of Kizil Grottoes has the following conclusions: Firstly,the cognitive contents of tourist perception of Kizil Grottoes can be summarized into five key categories: tourism resources,tourism services,tourism activities,tourists’ behavior and motivation,and environmental conditions.The second is to compare and analyze the positive,neutral and negative emotions of tourists to kizil grottoes.The proportion of neutral emotions is the highest,followed by positive emotions,and the proportion of negative emotions is the least.Third,as a world cultural heritage site,visitors have a strong positive perception of kizil grottoes.However,the nodes and attributes of "heritage" are marginalized,and the frequency of mention is not high.which indicates that the heritage attributes and historical and humanistic values of kizil grottoes have not been fully utilized.This article makes the following suggestions through analysis and research: Based on sustainable development,divide functional zoning,divide into core areas,buffer zones,and extended areas to form a virtuous circle of heritage protection and sustainable use of tourism resources;formulate effective marketing strategies To shape local identity;apply digital technology to create smart tourism and realize the full integration of traditional tourism with the Internet and digital technology;establish a feedback mechanism for tourists to alleviate negative perceptions and improve tourism services;carry out diversification Tourism activities,promote the integration of cultural and tourism,and transform cultural resources and tourism resources into tourism products and cultural creative products.