Abstract
This paper focuses on Hongcun in Anhui Province, using comments data ofctrip.com,ly.comandqunar.comas a samples, and makes a systematic analysis of Hongcun's tourism image through Python software. The study finds that the dimension of Hongcun image perception includes tourism attraction, tourism service, tourism environment and tourism atmosphere. The perception curve of tourism images of Hongcun presents the distribution characteristics of power functions, with obvious "long tail" distribution.Tourists have higher evaluation of Natural scenery and historical features,and lower evaluation for over-commercialization,single tourism items and disordered management in tourism-peak season. Accordingly, it is necessary to establish the concept of protective development and protect the authenticity of Hongcun . At the same time, it is necessary to enrich the cultural connotation of tourism products and enhance the experience of tourists.
Highlights
Heritage tourism is an important part of tourism, and an important field of tourism research.Heritage tourism is a form of tourism that is the main attraction of cultural relics and historical civilizations such as cultural relics and historic sites.In recent years, with the rise of integration of culture and tourism, research on the protection and development of cultural heritage tourism has become increasingly rich, and cultural heritage tourism destinations have become important tourist attractions.Experiencing the culture of heritage sites has become one of the motives for tourists to travel
Baloglu (1999) proposed a mental schema method based on the tourists' perception of time series, which divides the tourists' perception image of tourist destination into cognitive image, emotional image and overall image [5]
The high-frequency characteristic words describing Hongcun's tourism image are extracted from Python's Jiaba database,and the high-frequency words irrelevant to tourism image perception and meaning repetition are filtered out
Summary
Heritage tourism is an important part of tourism, and an important field of tourism research.Heritage tourism is a form of tourism that is the main attraction of cultural relics and historical civilizations such as cultural relics and historic sites.In recent years, with the rise of integration of culture and tourism, research on the protection and development of cultural heritage tourism has become increasingly rich, and cultural heritage tourism destinations have become important tourist attractions.Experiencing the culture of heritage sites has become one of the motives for tourists to travel. Baloglu (1999) proposed a mental schema method based on the tourists' perception of time series, which divides the tourists' perception image of tourist destination into cognitive image, emotional image and overall image [5]. With the development of the Internet, a large number of online texts are influencing tourists' perception of destination image and the formation of final tourism intention.Through reading relevant literatures, it is found that most scholars choose to use content analysis method to study tourism destinations, and it has become a new research trend to study tourism destination image perception by using online texts. There are few studies on the image perception of cultural heritage tourism destinations in the middle of China, and there is a lack of relevant cases in the study of heritage tourism destinations under the network text. This study takes the online reviews of tourists as a sample, and explores the tourists' image perception of Hongcun through content analysis, in order to provide reference for the sustainable development of Hongcun
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