Tourists’ Perception of Xi’an Tourist Attraction Image based on Big Data Technology

The online evaluation data of an image of tourist attractions is conducive to tourists’ objective and fair perception of the destination. This study built a tourist perception model based on online evaluation data of an image of Xi’an tourist attractions. The model first uses the TF-IDF algorithm to analyze the cognitive image of tourists. It then uses the NB method to analyze the emotional image of tourists, and finally, it uses an LDA theme model to analyze the overall image of the scenic spot to explore the tourist perception. The range of TF-IDF values is 0.0245-0.2316, and the maximum value and minimum value correspond to the service attitude and category, respectively. The NB model has a long running time under different data scales, and the corresponding maximum values are 8.1 s and 7.9 s. With the same data size, NN has the shortest running time, followed by SVM and KNN. When the number of topics is 4, the confusion degree of positive emotional text and negative emotional text are the lowest, and the best number of topics is 4. The method can obtain the satisfaction and dissatisfaction of tourists in a scenic spot in online evaluation data, thus avoiding an unpleasant feeling in the process of tourism. The scenic spot’s management efficiency can also be improved according to the situation.