基于多源异构评论的扬州瘦西湖景区旅游形象演化特征与影响因素研究OA

Online reviews from tourists cover information on tourist attractions,services,and emotional experiences,serving as a valuable reference for analyzing visitors'perceptions of the scenic area's image.Based on the"cognitive-affective-overall"three-dimensional model and taking Yangzhou Slender West Lake scenic area as a case study,this paper utilizes multi-platform tourist review data,applies LDA to extract image themes,analyzes sentiments via SnowNLP natural language processing library,and constructs co-occurrence network maps with Gephi.Through these approaches,it examines the evolutionary characteristics and drivers of the cognitive,affective,and overall images embedded in the review data.The findings indicate that:①In terms of cognitive image,sightseeing and artistic ambiance consistently form the core of Slender West Lake scenic area,while the weight of historical culture,activities and entertainment shows a significant upward trend.②Regarding affective image,Slender West Lake scenic area is predominantly associated with positive emotions.From 2016 to 2025,the affective image exhibited minor fluctuations,with positive sentiment remaining consistently prominent.③In the overall image,Slender West Lake scenic area presents a hierarchical structure,and the deep interaction between affective and cognitive dimensions reveals an integrated tourism image characterized by the blending of historical and modern elements,as well as the fusion of culture and tourism.This paper provides a reference for leveraging large-scale multi-source heterogeneous data to analyze destination image and advance the operational management and tourism marketing of scenic areas.