Analysis of Tourist Destination Image Perception Based on Web Data Mining Technology: – Take Wuzhen Scenic Area in Zhejiang Province as an Example

Abstract

With the rapid development and spread of the Internet, social media has become the main platform for contemporary tourists to obtain information and communicate destination image. The image of a tourism destination constructed by online reviews plays an important role in the travel decisions of potential tourists. Data mining techniques are an important tool in destination image analysis. Taking Wuzhen scenic area in Zhejiang Province as a case study, ROST Content Mining software was used to explore the tourism destination image of Wuzhen scenic area in terms of tourists' cognition and emotion through online reviews. It was found that tourists' image perception of Wuzhen west fence scenic area was divided into four dimensions: tourism landscape, tourism experience and atmosphere, tourism government information and tourism facilities, and tourists' emotional perception was mainly positive, and suggestions were provided for the marketing and promotion of Wuzhen scenic area.