Research On Image Perception Of Tourist Destinations In Jinci Temple Based On Web Text Analysis

With the widespread application of the Internet and big data,China’s tourism industry is gradually moving towards an image-driven stage,and tourism destination imagery has become one of the main driving forces for attracting tourists.Therefore,the study of tourism destination image has become a hot topic in the academic community.On the one hand,tourists rely on the internet to obtain tourism strategy information,and on the other hand,tourism destinations can also use online channels to promote tourism destination images and attract tourists.The thesis collects and analyzes travel notes and evaluations published by tourists on online platforms to identify the current shortcomings in the image of tourist destinations from the perspective of tourists and make improvements.Jinci Temple,as one of the famous tourist attractions in Shanxi Province,is chosen as a representative object for the study.This thesis studies and organizes research cases and results both domestically and internationally,proposes the research framework and methods,and uses the "Octopus" data collector to collect travel notes and review texts about Jinci Temple destinations from Ctrip,Tongcheng,and Meituan websites.ROST CM6.0 software and content analysis method are used to organize and analyze word frequency,with cognitive image,emotional image,and overall image as the entry points.Then,a systematic analysis and discussion are conducted on the perception of the tourist destination image of Jinci Temple,identifying the problems that tourists face during the tourism process,and proposing solution measures.The main research content and conclusions of this study are as follows:(1)In terms of cognitive image,based on the analysis of the 20 most frequently mentioned feature words,"Jinci Temple","Architecture","Jinci Museum","the Never Aging Spring",and "the Saint Mother’s Hall" are the most frequently used feature words in scenic spot names,and tourists have the highest recognition of them.By sorting out the high-frequency feature words of image attributes,tourists have a higher level of perception of tourism resources,tourism services and management,while their perception of tourism activities,tourism environment,and overall image is lower.(2)In terms of emotional image,according to the emotional glossary extracted from the online text,it can be seen that positive emotions account for the majority of tourists’ perception of the image of Jinci Temple tourism destination,and less negative emotions;positive evaluation mainly focuses on tourism resources and tourism environment;negative emotions are reflected in tourism services and management.(3)In terms of the overall image,it can be seen from the vocabulary of tourists’ cognitive characteristics of the overall image of Jinci Temple that the perception level of the overall image of Jinci Templ is relatively high,while it’s perception level of the surrounding environment is relatively low.This further affects tourists’ willingness to revisit,with only 38.65% of tourists indicating a willingness to revisit,which is at a relatively low level.Based on the above analysis results,this thesis makes the following suggestions,including diversified marketing methods,exploring the cultural connotations of Jinci Temple,accelerating the intelligent construction of destinations,strengthening talent cultivation efforts and surrounding environmental governance,etc.,hoping to play a certain role in promoting the image of Jinci Temple as a tourist destination.