Analysis of tourist attraction image based on user evaluation data: A case study of Yellow Crane Tower

This research focuses on the yellow Crane Tower scenic area with a long history, uses big data analysis technology to extensively collect online comment data from different tourism platforms, uses ROST Content Mining tools to analyze the word frequency, accurately capture the high-frequency words in the comments, and makes in-depth discussions with the help of social network and semantic network analysis technology. At the same time, the emotion analysis method is used to evaluate the consistency between the actual tourist experience and the official tourism image. The study finds that there is a significant difference between tourists' perception and the official image of the attraction, which may be caused by the modernization of the Yellow Crane Tower, that its commercial operations do not match tourists' expectations of historic sites, and the inadequacy of transportation and infrastructure. Based on these, the study puts forward targeted suggestions to improve tourist experience and enhance the image of scenic spots.