| With the overall promotion of the national tourism policy,rural tourism in many places has also achieved comprehensive and rapid development,how to make one’s own tourist destination stand out from many rural tourism,and how to make one’s own rural tourist destination more attractive to tourists,therefore,it is a problem that rural tourism destinations should consider that they will not be eliminated in the increasingly fierce competition.Taking Zhuquan village,Yinan County,Shandong Province as the research object,this paper uses the network text analysis method to study and analyze the tourists’ network text data and official media text data about Zhuquan village on the three major tourism websites,and draws the following main conclusions:First,among the basic characteristics of tourists in Zhuquan village,the mode of transportation is mainly self driving;The tourist season is obvious in the light and peak seasons.Most tourists think that summer is the best time to visit Zhuquan village;From the statistics of the number of visits to Zhuquan village,it can be seen that the proportion of first-time visitors to Zhuquan village is the largest,which shows that Zhuquan village needs to be further improved in attracting tourists to visit again;The statistics of visiting days show that the number of tourists who visit Zhuquan village for one day is 123,accounting for 60.29%,indicating that most tourists do not choose to stay in Zhuquan village;In terms of travel mode,the frequency of tourists choosing free travel is 182,accounting for 46.31%,indicating that free travel is the most popular travel mode for tourists.Second,the order of perceived degree of the four main categories of tourist perceived attractiveness is: rural natural ecological attractiveness,tourist motivation and behavior,rural tourism reception attractiveness,and tourism environment and atmosphere.On the whole,tourists’ overall impression and perception of Zhuquan village are mostly positive,and the overall tourist experience is satisfactory.Thirdly,through investigation and statistics,tourists’ emotional cognition is generally positive.Among them,the willingness to recommend is significantly greater than the willingness to revisit,which to a certain extent shows that tourists have a good overall feeling about Zhuquan village,but they are still relatively insufficient in attracting tourists to revisit.Fourth,the projection attraction of the official media focuses on creating the peak tourism season of Zhuquan village throughout the year.However,from the analysis of the word frequency of tourists’ perceived attraction,it can be seen that tourists express more about visiting Zhuquan village in the peak tourism season,such as summer,which is in line with the all season tourism promoted by the official media.The main problems in the attraction construction of Zhuquan village are as follows: The type of characteristic landscape is too single,and tourists’ willingness to revisit is not high;Poor publicity effect;Tourists’ sense of participation is not strong,and commercialization problems are prominent;The age group of tourists is too concentrated;Obvious low season for tourism;The proportion of "night stay" is low.Through comprehensive analysis and comparative analysis of the network text data of perceived attraction of Zhuquan Village tourists and the network text data of projected attraction of official media,countermeasures and suggestions for improving the attractiveness of rural tourism sites are proposed in the following aspects: Fully tap the advantages of rural environment;Multi-channel innovation publicity method;Pay attention to tourists’ "sense of participation" experience;"Age-specific policies" to attract tourists of different ages;Diversify activities to extend the tourist season;Building high-quality theme home stay;Discuss the management mode suitable for rural practice. |
