Key factors affecting the perceived image of smart scenic spots – combining text analysis and DEMATEL

The construction of smart scenic areas is crucial for realizing the development strategy of "smart tourism". Visitors' evaluations of smart scenic areas are key indicators reflecting the management and operation of scenic areas, also affecting their overall image of the destination. This study takes Wuyishan National Park's smart scenic area as the object, using ROST software to classify, sort, and extract a large amount of text. Through the DEMATEL expert questionnaire survey, the interdependence and cause-and-effect relationships between various factors are obtained, and ultimately, key factors are identified, and improvement suggestions are proposed based on the network relationship diagram. The research results show that managers should prioritize improving indicators such as "mountain landscape," "field perception," "activities," "ethnic culture," and "religious culture" to effectively enhance visitors' perception image of the Wuyishan Smart Scenic Area.