Research On Image Perception Of Ski Tourism In Beijing Based On Text Analysis

In the new pattern of the development of all-region tourism,the trend of the integration of tourism and other industries is becoming increasingly prominent.Ski tourism is an emerging tourism form formed by the integration of the skiing industry and the tourism industry.In 2022,Beijing will join hands with Zhangjiakou,Hebei Province to host the 24 th Winter Olympic Games,which brings a good opportunity for the development of ski tourism in Beijing.On the premise of deeply thinking and analyzing the concept connotation of "Ski Tourism","Tourism Image" and "Image Perception" as well as related theories of image perception,this paper selects Beijing as the research case and uses Python to program the crawler.The online review data of Beijing Nanshan Ski Resort,Jundu Mountain Ski Resort,Huaibei International Ski Resort,Yuyang International Ski Resort,Lianhua Mountain Ski Resort and Wanlong Bayi Ski Resort were searched from three well-known domestic travel websites,Ctrip,Qunar and Tuniu.In this paper,the acquired network text is used as the data source.Through ROST CM6.0 software and text analysis,the qualitative research and quantitative research are combined.Data preprocessing and primary coding are performed on the text content,and the image perception system of ski tourism is constructed and the reliability test is conducted.This paper studies the image perception of ski tourism in Beijing from three dimensions of cognitive image,emotional image and overall image.This paper adopts literature review method,refers to the existing tourism image perception category system with a high degree of recognition,adjusts the categories according to the actual situation and research needs,combines the unique attributes of ski tourism,and synthesizes the current hot spots of tourists’ attention.The image perception system of ski tourism is constructed,which consists of four perceptual dimensions of ski tourism resources,environment,supporting facilities and city impression and 14 perceptual elements.This paper analyzes the basic characteristics of tourists,the cognitive image perception of tourists,the emotional image perception of tourists and the overall image perception of tourists on the obtained network comment texts,and draws the conclusion that tourists have a good overall image impression on Beijing ski tourism.Based on the analysis,summed up the current Beijing ski tourism developing in the resource utilization,health environment,tourism shopping,ski resort management,marketing methods,service quality etc.The problems and deficiencies,and in order to solve the problems from five aspects of Beijing ski tourism image promotion countermeasures: Improving the quality of development,make use of superior resources to innovate business model;Seize the opportunity of the Winter Olympics,develop ski tourism in an all-round and multi-angle way;Strengthen the management of ski resort,attach importance to tourists’ experience and image perception;Increase publicity efforts to enhance the popularity and influence of ski tourism;Provide quality services,pay attention to training skiing tourism talents of high quality.