Research On Perception Of Suzhou Garden Tourism Image Based On Network Text Mining

The report of the 20th National Congress of the Communist Party of China pointed out that "we must adhere to the principle of shaping tourism through culture,highlighting tourism through tourism,and promoting the deep integration of culture and tourism",which pointed out the development direction and provided fundamental guidance for the integration of culture and tourism in the new era.Suzhou gardens have a history of over 2000 years and occupy a unique position in the history of world gardens.They are not only reflected in the mountains and waters in the gardens,but also in the rich social and cultural connotations contained in Suzhou gardens,with distinct and unique artistic personalities,representing an elegant and exquisite way of life and attitude towards life.They are the carrier of traditional Chinese ideology and culture.With the rapid development of the Internet,more and more tourists prioritize booking tickets for tourist destinations through online travel platforms and evaluating the destination after playing.These comments intuitively reflect the image of tourists towards the destination.Due to its open platform,the willingness of other tourists to play is easily influenced by their comments.Conducting research on tourism image perception of scenic spots can help scenic area managers and relevant departments focus on and solve hot issues of tourist concern,improve tourist satisfaction and the image of tourist destinations.This article takes Suzhou Gardens as a case study,selecting four scenic spots:Humble Administrator’s Garden,Lingering Garden,Lion Forest,and Canglang Pavilion,as well as three online tourism platforms: Ctrip,Meituan,and Tongcheng.The platform uses Python programming language to collect tourist comments from the four scenic spots,and preprocesses the data to obtain a dataset of comments from the four major garden scenic spots in Suzhou.Subsequently,high-frequency word visualization was carried out by introducing the Wordcloud library;Calculate the vocabulary TF-IDF value using the TF-IDF algorithm;Analyze and study the cognitive image of Suzhou garden tourism by manually summarizing the dimensions of cognitive image composition.Next,train the Snow NLP library model by using the SO-PMI algorithm;Calculate the emotional value of each comment using an emotion analysis model;Introduce IPA model to refine tourists’ emotional tendencies and analyze and study the emotional image of Suzhou garden tourism.Finally,by establishing an LDA theme analysis model;Analyze and verify the optimal number of topics;Analyze and study the overall image of Suzhou garden tourism by manually refining each theme type based on the characteristic words under each theme.Research has shown that the cognitive image of Suzhou garden tourism can be summarized into eight main dimensions: tourism landscape,cultural history,tourism experience,tourism evaluation,tourism time,price level,tourism activities,and transportation tickets.The emotional perception of Suzhou garden tourism is polarized,with positive emotions being the main focus.Based on the analysis of the IPA model,tourists are generally satisfied with the overall perception of the scenic area,but there are also many areas of dissatisfaction,mainly manifested in aspects such as travel time,price level,tourism activities,and transportation tickets,which bring negative tourism experiences to tourists.The overall image of Suzhou garden tourism can be condensed into cultural heritage themes,ticketing system themes,architectural characteristics themes,tourism experience themes,tourism attractions themes,and facilities and services themes.Based on the research results on the perception of Suzhou garden tourism image,this article mainly proposes suggestions for improving tourism image by adjusting pricing strategies,forming price advantages,innovating product development,enriching product supply,exploring tourism forms,enhancing tourism experience,integrating existing resources,improving service levels,empowering high-tech,and strengthening smart management.The above suggestions are beneficial for scenic area managers to establish a feedback mechanism,improve tourist satisfaction,and ultimately enhance the comprehensive competitiveness of the Suzhou garden tourism market.