Research On Tourism Image Perception And Enhancement Strategy Of Historical And Cultural Districts Based On Web Text Mining

The rapid development of the Internet and the rapid rise of OTA have provided travellers with a vast amount of travel information,simultaneously generating a large number of authentic and effective online travelogues and reviews,and travellers can obtain a lot of information about their travel destinations from other users’ travel information.At the same time,this information provides a clear sense of the visitor’s satisfaction with the destination and other valid information.By digging deeper into the real reviews of tourists,it not only helps to identify the shortcomings of the destination and make targeted suggestions,but also provides a real and effective research direction to improve the image of the tourism destination.This paper takes national historical and cultural districts in China as the research object,and analyses the quality of visitor experience by collecting online evaluation texts from visitors of different types of historical and cultural districts.The 12 national historic districts of Fuzhou three quarters and seven lanes,Suzhou Shantang Street,Suzhou Pingjiang Road,Shaoxing Cangqiao Street,Beijing dashilaner,Suzhou Tunxi Old Street,Chongqing Ciqikou,Zhongshan Sun Wenxi Road,Tianjin Five Avenue,Shaoxing Hometown of the Book Saint,Beijing Legation Quarter and Nanjing Yihe Road were selected as case study sites.The content of online reviews of tourism in the relevant historical and cultural districts on two domestic mainstream OTA websites,Ma Hive and Ctrip,was used as the research text.By mining the collected textual information through ROSTCM 6.0 and using word frequency analysis and semantic network analysis,we initially explore the initial impressions and key feelings of tourists towards different types of historical and cultural district tours.Sentiment analysis is used to uncover the emotional orientation of visitors and furthermore,thematic analysis is used to uncover the intrinsic connections between high frequency words.Finally,the IPA analysis method is used to construct an analytical model to analyse the quality of tourism experience in different types of historical and cultural districts,as well as the problems that exist in the tourism image of different types of districts and propose corresponding solutions,aiming to provide reference for the improvement and sustainable development of the tourism image of historical and cultural districts in China.The results of the study showed that:Firstly,tourists’ perceived evaluation of tourism in historical and cultural districts is mainly reflected in four major aspects,such as management and services,meaning and value,fees and consumption,and attractions and scenery.Firstly,the problems arising from management and services are more concentrated in public facilities,environmental experience and security management;Secondly,the meaning and value aspect is mainly expressed in terms of the emotional experience of the visitor;Once again,the issue of fees and consumption is mainly in terms of value for money for all types of consumption;Finally,the main conflicts in terms of attractions and scenery are in the three areas of access,food and drink,and activities.The grasp of these issues provides an important entry point to enhance the tourism image of historical and cultural districts,and the above key issues will be grasped to break through,so that the tourism image of historical and cultural districts can be comprehensively enhanced.Secondly,tourists’ emotional evaluation of tourism in historical and cultural districts is dominated by positive emotions.Of these,positive sentiments conveyed by visitors to residential historic and cultural districts accounted for 86.4% of overall visitor ratings and 3.9% of negative sentiments;The proportion of visitors’ positive sentiments towards commercial historic and cultural districts is 83.8%,while the proportion of negative sentiments is 9.5%;The proportion of visitors’ positive sentiment towards cultural and historical districts is 90.5%,while the proportion of negative sentiment is 5%.It can be seen that visitors are mostly positive about the perceived tourist image of the historic and cultural district.The summary of the negative evaluation shows that there are still problems with the tourism of historical and cultural districts,such as the strong homogeneity of resources,the lack of innovation in tourism product development,the lack of follow-up dynamics of tourism resources and the need to improve the security and management environment.Thirdly,to enhance the tourism image of historical and cultural districts,the following aspects need to be considered.First,cutting the isomorphism of tourism resources and finding the core attraction;Secondly,the innovation of tourism specialties needs to be enhanced and the emotional experience of tourists’ tourism needs to be continuously strengthened;Third,the supply of products should be continuously improved and the fit between historic and cultural districts and other resources should be increased;Fourth,we should increase investment in infrastructure development and improve the public safety management environment.