Social Network Analysis on Tourist Perception of Museum Tourism

Based on the comments of museum tourists, social network-based tourist perception analysis is conducted for tourists in different types of museums. This paper collects the evaluative text information of museum tourists on dianping.com, and analyzes these comments of museum tourists by using high frequency words and structural homomorphism to find out the key factors that affect the development of museum tourism. The research shows that tourists have formed certain brand awareness about museums in Shaanxi Province as a whole, showing the cognition and definition around the profound historical and cultural deposits. Combined with the structural homomorphism of high frequency words used by museum tourists, this paper makes a comparative analysis of different types of museums, and finally gives the support for making decisions on the development of museums around the three dimensions of the exhibition contents, the tourist experience and tour modes.