A Study on the Perception of Cultural Tourism Destination Image Based on Network Text Analysis: A Case Study of the Temple of Heaven

Developing cultural tourism is a vital approach to promoting traditional culture, enhancing cultural confidence, and fostering economic development. This study focuses on the Temple of Heaven as its research subject, utilizing valid tourist reviews collected from the travel website "Trip.com Group". Based on the "cognition-emotion" model, the study employs text analysis and comparative analysis to conduct an image analysis of tourists' cognition and emotions, determining the overall image and analyzing the revisit intention. The findings reveal that: firstly, the "cognition-emotion" model is highly applicable to the study of perception of cultural tourism destination image; secondly, in the construction of image perception of cultural tourism destination image, emphasis is placed on the attraction of the scenic area's culture to tourists; thirdly, there is a lack of awareness of the cultural resources at the Temple of Heaven, along with inadequate facilities and insufficient quantity.