Research on Tourism Image Perception of Mogao Grottoes in Dunhuang Based on UGC Data
Based on the web text of Mogao Grottoes in Dunhuang,ROST CM6 software was used to analyze high-frequency words,emotion analysis and semantic network analysis,and the tourism image perception of Mogao Grottoes in Dunhuang was studied.The results show that the tourists'cognitive image of Dunhuang Mogao Grot-toes is mainly historical and cultural;The emotion tendency is mainly positive emotion,but there are also neutral emotion and negative emotion about supporting facilities and management.The overall image perception takes"Mogao Grottoes","murals","caves"and"visits"as the core,which strongly confirms the cultural value of Dun-huang Mogao Grottoes tourism.According to the research conclusions,the following suggestions are put forward:First,digital enabling marketing innovation promotes the quality and upgrading of scenic spots;The second is to strengthen the management of scenic spots and build a feedback system for tourists;The third is to optimize sup-porting facilities and effectively improve the quality of tourism services.
Web text analysistourism image perceptionDunhuang Mogao Grottoes scenic area
万方数据
维普
