With the advent of the Internet era,big data has become an important tool for acquiring and communicating the image of tourism destinations.A large number of online texts provide comprehensive and scientific data for exploring the perception of tourism desti-nation images.In addition,the study of tourism image is of great significance to improve the quality of tourism economy and tourism service quality,and to build a more perfect tourism service system.Taking Taimu Mountain as the study area and tourists'online comments and travelogues as well as official communication texts as samples,this paper utilized ROST Content Mining software for text analysis to compare the tourists'perception with the official dissemination image.On this basis,the IPA model was constructed to divide the quadrants such as oversupply area and key improvement area.The results showed that the tourism image of Taimu Mountain included four themes:tourism at-traction,tourism environment and atmosphere,tourism facilities and services,and history and culture.Both official and tourists'sentiment towards Taimu Mountain were mainly neutral,followed by positive and finally negative.The official evaluation of the overall image of Taimu Mountain was more comprehensive.However,the overall image of Taimu Mountain was evaluated by tourists in favor of tourism resources.The official marketing projection of Taimu Mountain was divided into two areas at this stage:the oversupply area and the key improvement area.These results provide countermeasures and suggestions for the sustainable development of tourism in Taimu Mountain.
维普
万方数据