搜集和利用游客发表的目的地网络点评和游记,结合网络文本分析方法,研究分析目的地游客感知形象,将为旅游目的地提升形象,完善服务提供依据。本文以三清山为例,利用网络文本分析,探讨三清山景区在“吃、住、行、游、购、娱”等方面的游客感知形象,有助于景区认清情形,对景区完善服务具有较大的实际意义。 Collecting and using the destination network reviews and travel notes published by tourists, combined with web text analysis methods to study and analyze the tourist image of destination tourists, will provide a basis for tourist destination to enhance the image and improve services. Taking Sanqingshan as an example, this paper analyzes the tourist image of Sanqingshan Scenic Spot in the areas of “eating, living, traveling, shopping, entertainment” and so on by using web text analysis. It helps the scenic spot to recognize the situation and improve the scenic spot service. Greater practical significance.