Research on the Tourism Image Perception of Sanya Scenic Spots based on Big Data Text Mining

The online travel evaluations of tourists about Sanya scenic spots were collected through Python crawler technology. Then, ROSTCM6.0 software was used to perform text analysis on the collected online travel evaluations. The high-frequency words, word units, and visual cloud maps of the network semantics of online travel evaluations were analyzed and sorted out. Finally, from the data processing results, it was concluded that the three dimensions of the perception of the tourism image of Sanya scenic spots are the company service dimension, the team atmosphere dimension, and the natural scenery dimension. From the unique perspective of group tourists, the tourists’ perception of the tourism image of Sanya scenic spots was analyzed, and then the tourists’ perception characteristics of the electronic word-of-mouth (e-WOM) of Sanya scenic spots were studied and analyzed. The research results provide reference significance for tourists’ travel to Sanya scenic spots, and at the same time provide data support for the decision-making of tourism companies.