Tourism Destination Image Perception: A Case Study of Mogan Mountain Based on Online Text Analysis

Abstract

This study adopts content analysis method, utilizing ROSTCM6.0 software to conduct word frequency analysis, social network and semantic network analysis, and sentiment analysis on online text data from tourist reviews and travel blogs about Mogan Mountain. The analysis resulted in high-frequency word groups, high-frequency word attribute tables, and semantic network structure diagrams. The study analyzed the basic features of Mogan Mountain's rural leisure tourism, including landscape features, scenic spots, leisure activities, facilities and services, as well as tourist perceptions. The findings suggest that Mogan Mountain as a rural leisure tourism destination possesses characteristics such as the harmonious integration of nature and culture, bidirectional interaction between urban and rural areas, strong ecological appeal, and great market potential. Based on these characteristics, suggestions were provided for enhancing Mogan Mountain's tourism image.