A Study of Tourist Destination Image Perception based on Web Text Data:Taking the Historical Buildings in Zhongshan Road Commercial District in Qingdao City as an Example
Tourist destination image perception is an important prerequisite for enhancing the vitality of tourist places,but previous studies have mostly relied on traditional questionnaires and interviews,making it difficult to scale up the amount of data.In this paper,based on user review data from popular reviews,we conduct a comprehensive analysis of the reviews of Splitting Courtyard,Trestle Bridge and Jiao'ao Governor's Office with the help of Envivo and ROST CM6 software to explore the changes in tourists'perception of tourist destination image in recent years and the influence of tourists'characteristics on the evaluation,so as to analyze the deep-seated reasons behind the evaluation.It is found that:(1)most tourists have a high degree of identification with Qingdao's characteristics and coastal scenery,and the evaluation content is mainly positive and tends to be stable.(2)the degree of negative evaluation is higher among men than women;the evaluation stars of locals are higher than those of foreign tourists.(3)tour facilities and tourists'experience are the two main factors of negative evaluation by tourists,especially the problem of accommodation and food.Finally,this paper puts forward suggestions for the negative evaluation in order to promote the sustainable development of tourism destinations.
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