| Tourism,whose essence is a spiritual and cultural activity,is a form of experience that caters to people’s demand for a better life and has become an important part of people’s lives.As we enter the Internet era,tourists have put forward deeper requirements for the diversification,characterization and high-quality development of tourism destination image.In addition,the Internet,as an important perceptual medium for the whole process of tourism,plays an increasingly critical role in the positioning,shaping and dissemination of the image of tourist destinations.As the main platform for the development of Taizhou Xianju regional tourism industry and the main factor to attract tourists,Taizhou Shenxianju Scenic Area has ushered in opportunities but also accompanied by great challenges when facing more horizontal comparisons of similar tourism destinations.Therefore,based on a large number of Internet reviews and travelogues,this paper intends to explore the tourists’ perceived image of Taizhou Xianju scenic spot from big data and analyze it to discover the current shortcomings of the scenic spot and provide a reference role for improving its tourism image.With the help of web crawler technology,this paper crawls reviews and travelogues about Taizhou Shenxianju Scenic Area before and after COVID-19 from nine online websites.Using content analysis method and ROST CM6 software,this paper studies tourists’ perceptions of Taizhou Shenxianju Scenic Area before and after COVID-19 in terms of cognitive image,emotional image,overall image and tourists’ intention to revisit,and conducts comparative analysis,and finally makes specific suggestions.The main conclusions are as follows.First,the analysis of tourists’ characteristics.The first is that the distribution of scenic spot’s visitor source is influenced by the law of distance decay and the law of geographical differentiation,presenting the phenomenon of mainly within Zhejiang Province,and then gradually dispersing to the surrounding provinces according to thedistance.Secondly,tourists before and after COVID-19 prefer short-term trips of 1 to 3 days;thirdly,the overall per capita cost of tourists in the province before and after COVID-19 is lower than that of tourists outside the province,and tourists after COVID-19 may be affected by the reduction of economic income,weakened consumption ability and adjustment of consumption structure,and the overall travel expenditure decreases;fourthly,in terms of travel companions,friends travel together before and after COVID-19.The main reason is that about 70% of the tourists travel with friends before and after COVID-19.Second,high-frequency characteristic words.From the lexical point of view,tourists before COVID-19 had a good impression of the perceived image of Taizhou Shenxianju Scenic Area,but were partially dissatisfied by the weather and the lack of operating capacity.After COVID-19,tourists’ satisfaction with the tour has improved,and the newly built attractions have received high attention,but the weather factor is still one of the important factors affecting tourists’ perceived satisfaction;in terms of word frequency,tourists before COVID-19 were more satisfied with the natural landscape of the scenic spot,but their cultural connotation was rarely manifested.The post-COVID-19 scenic area managers have built a series of artificial buildings to attract tourists,but there is room for improvement in the strength,depth and breadth of the promotion of scenic culture.Third,cognitive image.Before COVID-19,tourists were most impressed by the perceptions of tourism resources and tourism atmosphere,while the perceptions of tourism service facilities and tourism service and management were relatively insufficient,among which the perceptions of natural resources were strong and the perceptions of human resources were weak;the image perceptions of transportation in terms of travel methods and tour forms were more,while the image perceptions of shopping,entertainment and catering were weaker;in terms of tourism atmosphere,the positive perceptions were significantly stronger than the negative and neutral atmospheres.From the comparison before and after COVID-19,COVID-19 has basically no effect on the cognitive image of scenic spots,but in terms of tourism service facilities,tourists during COVID-19 may have weaker perceptions of scenic dining due to safety and other considerations;the mode of travel has changed and is more inclined to free travel,so it can be seen that COVID-19 has a certain negative impact on the traditional tourism industry.Fourth,emotional image.COVID-19 did not produce substantial changes in tourists’ emotional image perceptions of scenic spots,which were mainly positive perceptions of the high recognition of natural resources in scenic spots,with negative emotional expressions about scenic spot management,services,ropeway carrying capacity and other issues.Fifth,the overall image.The overall image of tourists’ perceptions before and after COVID-19 were mainly positive,and the negative perception words after COVID-19 were reduced compared to those before COVID-19.It can be seen that the scenic spots during COVID-19 have improved and enhanced their tourism services and management.Sixth,the willingness to revisit.Through the higher positive perceived sentiment of visitors to Taizhou Shenxianju Scenic Area and the high-frequency characteristic words expressing positive evaluation extracted from the travelogues and review texts,it shows that some visitors have a stronger idea to visit again.In view of the above phenomena and problems,this paper proposes the following countermeasures: first,enrich the supply of tourism products and promote the diversification of excursion forms;second,improve tourism infrastructure and increase tourists’ satisfaction;Third,improve the level of tourism service and management,increase the satisfaction of tourists;Fourth,strengthen the publicity and build the cultural tourism brand;Fifth,establish an online and offline evaluation mechanism to deeply perceive tourist satisfaction. |
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