DOI: 10.36347/sjebm.2020.v07i03.004

Pages: 124-130

The perceived image of tourism destination has a very important influence on the travel choices of potential tourists. Based on the network text analysis, this paper selects travel notes and comments from famous websites such as Ctrip.com and Mafengwo.cn as raw materials, takes Bama Longevity Village as a case, uses ROST CM6.0 software to extract high-frequency vocabulary of network text and carried out emotional analysis to study the tourism destination image of Longevity Village from the perspective of tourists' perception. The results show that, the high-quality natural environment of Longevity Village is deeply loved by tourists, the development and construction are not standardized and infrastructure is lacking however; Tourists' emotional evaluation of Longevity Village is mainly positive emotion, while negative emotion is relatively less. Finally, combined with the conclusion of this study, optimization suggestions are put forward.