A Study on the Perceived Tourist Image of the Jingzhou Xiongjiazong National Archaeological Site Park Based on Network Text Analysis

Abstract

With the advent of the big data era, establishing a database by collecting network reviews of destination-related websites from various tourism platforms allows for the acquisition of tourists' perceptions of destinations. This provides a novel approach for researching the perceived tourist image of national archaeological site parks. This study employs network text analysis to investigate the perceived tourist image of the Xiongjiazong National Archaeological Site Park. It collects network reviews from tourism websites such as Ctrip Travel, Dianping, and Mafengwo about the Xiongjiazong National Archaeological Site Park. The study utilizes rostcm software for frequency analysis, semantic network analysis, and sentiment analysis to explore tourists' preferences for the archaeological site park. Simultaneously, it analyzes tourists' perceptions of the Xiongjiazong National Archaeological Site Park from four aspects: archaeological culture, park environment, park facilities, and management services. Four conclusions are drawn: firstly, "Chema Zhen" is the most direct and profound cognition of the park by tourists, aligning with the park's theme; secondly, expressions like "worth seeing," "shocking," and "spectacular" signify high satisfaction among tourists regarding the site's landscapes; thirdly, overall, tourists tend to have a more positive attitude towards visiting; fourthly, the rich archaeological culture, serene and beautiful park environment, awe-inspiring Chema Zhen, comprehensive and interesting park facilities, patient and meticulous service attitude, digital design, and immersive experience have left a favorable impression on tourists. Finally, this paper proposes corresponding strategies to enrich the display of cultural relics, improve the park environment, enhance promotional efforts, refine park facilities, and optimize management services.