Research on Mountain Tourism Image Perception Based on Web Text Analysis: A Case Study of Mount Lu Scenic Area in China

Taking Mount Lushan Scenic Area as the research object, the data of tourist reviews of Mount Lushan Scenic Area on Ctrip and Qunar platforms were collected, and the extracted text information was collected using ROST CM6 software after appropriate cleaning and formatting, and by establishing a framework of interpretation based on text analysis and rooting theory, the data were analyzed using content analysis method and coding level by level, and the analysis adopted a combination of quantitative and qualitative analysis. The analysis takes a combination of quantitative and qualitative approaches to visualize the motivation, post-tour perception and negative tourism image factors of visitors to Mount Lushan, and to propose two dimensions of specific suggestions for improving the hardware and service processes of Mount Lushan scenic area and building a quality tourism brand image.