Study on tourism images of karst caves based on web text analysis: An example of the Zhijin cave in Guizhou Province

Tourists’ perception of tourism images of tourist destinations directly affects the satisfaction and loyalty of tourists, and plays an important role in the marketing and development of tourist destinations. Using the ROST CM content mining software and content analysis method, this paper analyzes the tourism images of the Zhijin Cave by reviews and travel notes on travel websites. The main research conclusions are as follows， first, 232 high-frequency words are extracted from 40 travel note samples and 2，591 comment samples, and the top 60 words show that the main focus of tourists is on the natural landscape of the Zhijin cave. The semantic network matrix of high-frequency vocabulary is centered at “Zhijin cave” and “karst cave”, while other characteristic words diverge to the surrounding areas. The intensity of the relationship between the related words indicates that the magnificent and peculiar karst landscape in the Zhijin cave has left a deep impression on tourists. Second, in the main category of tourism image attributes, most of the high-frequency features are related to tourism landscape, followed by tourism services and management, and tourism facilities. The karst landscape with different forms and unique features is the biggest feature of the Zhijin cave, and the lighting effect in the cave has the most direct impact on tourist activities. Third, the proportion of positive vocabulary occurrence reaches 81.85%, and the frequency of negative emotion vocabulary appears less than 10%. Negative evaluation focuses on the service and management of tourist destinations. Tourists have a high overall recognition of the Zhijin cave and a very positive attitude towards the overall image of tourism, but the willingness to revisit is not high.