Research On Heritage Site Tourism Image Based On Online Text Mining

In the era of national tourism and national leisure,tourism,as a way of life,has a profound impact on people’s yearning for a better life.Heritage sites are high-quality tourist destinations.The integration of culture and tourism not only combines poems and distant places,which improves people’s sense of experience and happiness,but also provides a feasible path for the activation of cultural heritage in the new era.The Grand Canal is a representative world cultural heritage of our country.It carries the memories,values and rituals of tangible buildings,landscapes,ruins and intangible elements.For the public,it is the core content of perceiving the essence of culture and command,and experiencing a good life.As a representative of living cultural heritage,the Grand Canal has attracted much attention in terms of heritage protection,utilization and inheritance.The key to making the Grand Canal culture truly "live" lies in the emotional and cultural interaction between people and cultural heritage,allowing people to experience the fit of history and the spiritual value it carries,and tourism image has become a deepening of the communication between the public and the heritage site.The interactive bridge is an important foundation for revitalizing the cultural heritage of the Grand Canal,forming a common cultural identity of the Grand Canal,and establishing cultural self-confidence.Based on the above background,this thesis uses urban image,tourism experience and cultural symbols as the theoretical basis.Through the method of online text mining,it focuses on seven heritage sites in the Suzhou section of the Grand Canal,and uses KH coder software to extract high-frequency feature words,collinear network analysis,sentiment analysis,hierarchical cluster analysis and study the tourism image of the Grand Canal in Suzhou from the four dimensions of characteristic image,space image,emotional image and comprehensive image.The research conclusions show that: firstly,the spiritual maintenance and memory retention of the seven heritage sites in the Suzhou section of the Grand Canal are typical,and the tourism image has a distinctive personality,but it needs to continue to be explored in terms of commonality.Secondly,tourists have a clearer perception of the spatial image of the heritage sites in the Suzhou section of the Grand Canal,but the spatial image correlation between the various heritage sites is low.Thirdly,the emotional tendency of tourists towards the seven heritage sites is generally positive.Fourthly,the tourism image of the Suzhou section of the Grand Canal can be divided into four categories: tourism landscape,tourism service,tourism experience and tourism feedback.The ten sub-categories can be condensed into the theme of Jiangnan image,cultural image and local image.Finally,based on the results of online text analysis,the thesis attempts to summarize the strategies for constructing the connotation of the tourism image of the Grand Canal heritage site,and enhance tourists’ emotional recognition of the canal heritage by highlighting the characteristics of the Jiangnan water town,promoting the spirit of the canal heritage site,and creating a Su-style life service system,which will ultimately realize the goal of sustainable development of the Grand Canal Heritage Site as a precious living water cultural heritage and the realization of the universal sharing of heritage cultural values on the basis of consensus.