Research on the Tourism Experience of Xi 'an Tang Dynasty Ever-Bright City Scenic Area Based on Network Text Analysis

As global consumption habits shift from purchasing goods to pursuing experiences, the increasing emphasis consumers place on the quality and diversity of experiences has given rise to the development of immersive experiences. By creating specific scenarios, they enable the audience to immerse themselves physically and mentally and resonate with them. Under the impetus of a series of national policies, they have become an important direction for the innovative development of the cultural and tourism industries. This paper takes various immersive scenic spots in Xi 'an as the object, uses the text data of Weibo as the information source, and employs the research and analysis method of online text content to explore tourists' online attention, emotional experience and image perception of tourist destinations, analyze the characteristics of the tourist group and the behavioral preferences of tourists, and obtain the tourism image of such scenic spots in Xi 'an. The research finds that the average emotion of tourists towards scenic spots is approximately 1.0003. The top three text feature words extracted by TF-IDF are-Immersion, experience, and culture. The image perception is positive, and the overall tourism experience of tourists is good. However, there are still some problems that need to be solved urgently in aspects such as scenic spot setting, facilities and services, prices, and crowd density. In the future, all immersive scenic spots in Xi 'an should accurately position their source markets, deepen cooperation with surrounding scenic spots, continue to leverage their historical and cultural heritage, protect core scenic spots, and avoid excessive commercialization, so as to maintain their simple and natural tourism atmosphere.