Sensing Tourist Distributions and Their Sentiment Variations Using Social Media: Evidence from 5A Scenic Areas in China

Abstract

The distribution and sentiment characteristics of tourists directly reflect the state of tourism development, and are an important reference for tourists to choose scenic areas. Sensing the tourist distributions and their sentiment variations can provide decision support for the development planning of scenic areas. In this study, we crawled tourist social media data to explore tourist distribution characteristics and the patterns of tourist sentiment variations. First, we used web crawlers to obtain social media data (tourist comment data) and the location data of China’s 5A scenic areas from the Ctrip tourism platform. Second, SnowNLP (Simplified Chinese Text Processing) was optimized and used to classify the sentiment of tourists’ comments and calculate the sentiment value. Finally, we mined the distribution characteristics of tourists in 5A scenic areas and the spatio-temporal variations in tourists’ sentiments. The results show that: (1) There is a negative correlation between the number of tourists to China’s 5A scenic areas and tourist sentiment: the number of tourists is highest in October and lowest in March, while tourist sentiment is highest in March and lowest in October. (2) The spatio-temporal distribution of tourists has obvious aggregation: temporally mainly in July, August and October, spatially mainly in the Yangtze River Delta city cluster, Beijing-Tianjin-Hebei city cluster, and Guanzhong Plain city cluster. (3) Tourist sentiment cold/hot spots vary significantly by city clusters: the Yangtze River Delta city cluster is always a sentiment hot spot; the northern city cluster has more sentiment cold spots; the central city cluster varies significantly during the year; the southwestern city cluster has more sentiment hot spots.