EXPLORING THE IMPACT OF COGNITIVE FACTORS ON TOURISTS'EMOTIONS AT SKI RESORTS:A CASE STUDY OF BEIJING-ZHANGJIAKOU AREA
This study conducted a comprehensive analysis of comments from ski tourists on 29 ski resorts in the Beijing-Zhangjiakou area,collected from the popular social media platformWeibo.It employed the SnowNLP model and TF-IDF algorithm to dissect the emotions of ski resort tourists and develop cognitive factors.Additionally,by leveraging the random forest algorithm,the research explored the varying degrees to which distinct cognitive elements influence tourists'emotions.Results show that among all categories of ski resort visitors,positive emotions constitute the highest proportion,while neutral emotions account for the smallest share.As the ski resort level decreases,the prevalence of positive emotions also diminishes.The place/region element emerges as the most pivotal cognitive factor for ski resort visitors,in contrast to human-istic and architectural cognition which hold lesser significance.Among these factors,the central cognitive components for visitors experiencing positive,neutral,and negative emotions are activities,place/region,and facilities,respectively.Notably,substantial divergences exist in the significance of diverse cognitive ele-ments concerning the emotions of visitors across different types of ski resorts.The findings of this study pro-vide a crucial scientific foundation for comprehensively understanding the cognitive and emotional aspects of ski resort visitors,offering valuable insights for the ski resort management strategies and contributing to the enhancement of visitor satisfaction and loyalty.
ski resortsskierscognition and emotionBeijing-Zhangjiakourandom forest
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