Research of Tourism Destination Image Based on Web Text: a Case Study of Yellow Crane Tower

Abstract

This paper takes the Yellow Crane Tower as the research object, uses the network crawler program, collects the scenic spot official propaganda image and the domestic traveling website community to publish the tourist comment content, unifies the SPSS/EXCEL statistical analysis method and the text analysis method, using ROST CM6 software to identify the perceived image and propaganda image of Yellow Crane Tower Scenic, and further using IPA model to obtain the similarities and differences between the propaganda image and the perceived image and find out the reasons. Based on this, this paper provides strategies for the positioning and sustainable evolution of tourism destination image from three aspects: holistic tourism, cultural tourism integration and experience tourism. Keywords—web text; Yellow Crane Tower; destination image; IPA