Research on Hainan Cross-border Tourism Image Elements Based on Tourist Perception and Network Communication Based on Data Mining

Tourism has been cultivated as an important industry in the national economy. With the great attention of all sectors of society to tourism, the development speed of China's tourism industry has been accelerated in an all-round way. People are increasingly aware that a good tourism image is one of the core competitiveness of tourism destinations. This paper combines theoretical analysis and empirical investigation, from the perspective of tourists' perception, obtains the attribute characteristics of Hainan tourism destination image perceived by tourists based on data mining software and network communication, and establishes analysis categories by using content analysis method. It also analyzes the image, tourism image, the components of tourism image and the influencing factors of the formation of tourism image, and probes into the spread of cross-border tourism image in Hainan.