Small Places And Big Events:A Study On The Impact Of The Winter Olympics Bidding On The Perceived Image Of Zhangjiakou Tourism Destination

With the successful bid of Beijing and Zhangjiakou to host the 2022 Winter Olympics on July 31,2015,my country’s tourism industry has ushered in an important opportunity for development.Since the successful bid,Zhangjiakou,one of the host cities of the 2022 Winter Olympics,has attracted more and more attention from domestic and foreign tourists.As the experiencers of tourism activities and services,tourists’ online travel notes contain the real feelings of the tourism destination.This huge amount of information can be used to analyze the perceived image of the tourism destination.Therefore,using the network text mining technology,from the perspective of tourists’ perception is of great significance to compare and analyze the impact of major events on the perceived image of tourist destinations.By consulting official government data and domestic and foreign literature,this paper analyzes the research objects from the two aspects of Zhangjiakou’s tourism industry and its ice and snow tourism development status.Two well-known travel websites on the Internet about Zhangjiakou’s travel notes from 2002 to 2020,a total of 1521 travel notes were crawled,invalid travel notes were deleted,and 1496 travel notes were finally selected,taking the successful bid for the Olympic Games on July 31,2015 as the time node,using keywords to extract,Co-occurrence analysis,topic clustering,semantic web analysis and other text mining methods are used to compare and analyze the changes in the perceived image of Zhangjiakou tourist destination before and after the successful bid for the Winter Olympics,and use the co-occurrence network of ski-related keywords to analyze ice and snow tourism themes.Explore the changes of Zhangjiakou ice and snow tourism,and then from the impact of major events on small places,summarize and analyze the coupling effect of the Winter Olympics and Zhangjiakou and the integration effect of the Winter Olympics on Zhangjiakou,and how to improve the tourism purpose of Zhangjiakou in the "post-Olympic era".The image of the land gives countermeasures and suggestions,in order to provide reference for other "small places" to successfully bid for "big events".The research results show that before and after the successful bid for the Olympic Games,there are differences in tourists’ perception of the image of Zhangjiakou’s tourism destination.One aspect after the successful bid for the Olympic Games,a theme of "ice and snow tourism" has been added to the image perception of tourists’ destination.This shows that the image of Zhangjiakou’s ice and snow tourism has been clearly highlighted after the Olympic bid.This study measures the impact of major events on the image of Zhangjiakou as a tourist destination by comparing and analyzing tourists’ perceptions from the perspective of before and after the event bid,and has obtained some meaningful conclusions.In practice,to understand the impact of major events on the tourism image of the host place,so that the event host can better tap and utilize the tourism resources of major events,so as to promote the sustainable development of tourism in the host place,and provide other "small places" who hold similar major events to provide theoretical guidance and practical reference.