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Image perception of forest tourism destinations based on web text analysis------ A case study of Zhangjiajie National Forest Park
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  • hao CHEN,
  • zhiyi Liu,
  • min Wang,
  • shanting Zheng
hao CHEN
Anhui Agricultural University
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zhiyi Liu
Anhui Agricultural University

Corresponding Author:[email protected]

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min Wang
Anhui Agricultural University
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shanting Zheng
hefei university
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Abstract

This paper analyzes tourists’ perceptions of Zhangjiajie National Forest Park from two aspects: cognitive image and emotional image. After collecting and combining 5,109 valid travelogues from the online travel platform of Ma Hive, ROST CM6 software was used to analyze high-frequency words, the semantic network and the emotional content; this results show that tourist perceptions of Zhangjiajie National Forest Park mainly fall into seven categories, including resources, facilities, excursions, management services, personnel, space, and evaluation. The natural resources and ecological environment are the core elements of the park’s image, and the facilities and management services during tours are also important for tourists. Tourists expressed positive emotions about the natural resources of the scenic area and the unique tourism facilities such as the glass platform and the sky stairs, while negative emotions were mainly expressed about the infrastructure and service facilities. Based on these findings, this paper proposes strict protections for natural resources, a focus on developing cultural knowledge, improved tourism infrastructure, enhanced management services and other suggestions for the development of forest tourism destinations.