Research on the Perception of Wenzhou's Tourism Destination Image Based on Network Text Analysis

This paper uses Baloglu's "cognitive image-emotional image-overall image" the-oretical model to construct a Wenzhou tourism destination image perception model. Data from Wenzhou tourism reviews on tourism portals and new media platforms was collected and organized. Word frequency analysis, semantic network analysis, and sentiment analysis were performed using ROST CM6. This approach constructs tourists' cognitive, emotional, and overall images of Wen-zhou as a destination, identifies challenges in Wenzhou's tourism development, and ultimately proposes strategies to enhance its image.