Research on Tourist Destination Image Perception Through Web Text Mining - Taking the Changan Twelve-Hour Scenic Spot as an Example

This paper employs the Internet text mining analysis approach and ROST CM-6 software to extract tourists' genuine perception of the scenic spot in Changan from many Internet comments, and undertakes in-depth research on their perception of the tourist destination image. In contrast to traditional research methods, this constitutes an innovative research approach. It can grasp tourists' sentiments and the trend of social public opinion more comprehensively and in a real-time manner. The results reveal that: (1) 78.99% of the tourists hold a positive attitude towards the scenic spot, particularly highlighting the considerable contribution of cultural performances and immersive experiences to the appeal of the scenic spot; (2) The congestion and queuing issues within the scenic spot have also elicited negative feedback from 10.14% of tourists, suggesting that there is scope for improvement in management; (3) By establishing a tourism image perception evaluation system, subdivide tourists' perception factors, conducting a comprehensive analysis of the characteristics and differences of tourists' image perception in all aspects of the scenic spot, and proposing targeted improvement suggestions to assist in optimizing the perceived image of the tourism destination.