Construction and Application of Tourist Portraits Based on Online Comment Mining on Tourism Websites

This study employs text mining and sentiment analysis on 2,983 Ctrip reviews of Mogao Caves to profile tourist behaviour and enhance service quality and marketing. Following the processes of data cleansing and segmentation, 8,614 high-frequency keywords were extracted. The subsequent cluster and social network analyses revealed four distinct tourist categories: family groups, solo travellers, friend groups, and couples. Each of these categories exhibited distinct motivations and preferences. The results obtained demonstrate predominantly positive sentiments, accompanied by intricate emotional layers. The study's recommendations encompass the provision of personalised services, optimised experiences, collaborative partnerships, group ticket options, and targeted marketing to leverage Mogao Caves' cultural assets. The findings advocate precision strategies to address diverse tourist needs and strengthen brand appeal.