Research on the Image Perception of Ecotourism Destination Based on Web Text Analysis——Take Zhuoershan Scenic Spot in Qilian County as an Example
Online evaluation of tourists after consumption is an important factor in shaping and dis-seminating the image of tourist destinations.Taking the Zhuoer Mountain Scenic Area of the Ecotour-ism Demonstration Area as an example,relying on the post-tour evaluation and travel notes of tour-ists as samples,the text is mined and analyzed using ROST CM 6 software.It is found that tourists'perception of destinations is mainly concentrated in tourism resources,geographical location,etc.,and the perception of elements revolves around words such as Zhuoer mountain and scenery.Words such as"Zhuoer mountain,danxia,landform"are the central nodes of the entire network map,and most tourists are more satisfied with the image perception of the Zhuoer mountain Scenic Area in Qil-ian county.However,the negative evaluation of tourists was sorted out and found that the negative el-ements of scenic spot image perception mainly revolved around four aspects:tourism facilities,tourism management,tourism environment,and tourism activities,and factors such as scenic spot ticket cost performance and shuttle bus surcharge were the main factors that caused negative evaluation of tour-ists,and finally the balance between tourist demand and ecological protection was discussed.
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