海口旅游目的地形象分析：游客感知与发展建议

随着互联网的普及，人们获取信息的方式也发生了巨大的变化。网络文本因其便捷、快速、及时的特点，成为了人们获取信息的主要途径之一。在旅游行业中，网络文本也成为了游客获取旅游目的地信息的主要途径。海口作为中国南海旅游中心城市，其旅游业发展迅速，吸引了越来越多的游客。本文以海口旅游目的地形象为研究对象，论文在文献综述的一个整理下，对它的目的地概念和形象感知进行了整理和分析。基于此基础上，运用八爪鱼采集器、ROSTCM6这两个软件，对海口旅游目的地形象进行抓取和分析。共计抓取1973条，运用 ROSTCM6 软件提取的‘分词’、‘词频分析’和‘情感分析’、‘高频词’等功能来对游记文本进行分析。了解游客对海口旅游目的地的认知形象和情感形象的具体感知情况，找出海口旅游目的地在发展过程中的不足并提出针对性建议，促进海口旅游向好发展。

With the popularization of the Internet, the way people access information has undergone significant changes. Internet text has become one of the main ways people obtain information due to its convenience, speed, and timeliness. In the tourism industry, internet text has also become the main way for tourists to obtain information about tourist destinations. As a rapidly developing tourism center in the South China Sea, Haikou has attracted an increasing number of tourists. This article takes the image of Haikou as a tourism destination as the research object. Based on a review of the literature, this paper organizes and analyzes its destination concept and image perception. On this basis, the software Eight Claw Fish Collector and ROSTCM6 were used to collect and analyze the image of Haikou as a tourist destination. A total of 1973 data were collected, and ROSTCM6 software was used to analyze the travel text using functions such as word segmentation, word frequency analysis, sentiment analysis, and high-frequency words. The specific perception of tourists' cognitive and emotional images of Haikou as a tourism destination was understood, and deficiencies in the development process of Haikou as a tourism destination were identified, and targeted recommendations were proposed to promote the development of Haikou's tourism industry.