Temporal and Spatial Evolution of Beijing Tourist Destination Image Perception Based on UGC Analysis

The image of tourist destinations is an important subject in the field of tourism marketing, and the development of user generated content provides an important source of data for research on this topic. Using the travel notes texts of the five major domestic tourism social networking sites as the data source, with the help of ROST CM, Gephi and ArcGIS software, we explore the temporal and spatial evolution characteristics and influence mechanisms of the perceived image of Beijing tourist destinations. The results show that: ① for spatial characteristics, tourists perceive the unbalanced development of the spatial structure of Beijing scenic spots, and the central agglomeration effect is conspicuous; ② with regard to temporal characteristics, tourists’ perception of the destination mainly presents the characteristics of dynamic changes; ③ as for evolutionary characteristics, the general tourists perceive that destination image has increased in terms of scenic clusters degree. Tourists’ perception of scenic spots is expanding from downtown to the outskirts, and cultural tourism has become a new trend; ④ the major events have positive effects on the destination image, but there exists certain timeliness; ⑤ tourists’ emotional perception of the Beijing destination image mainly presents positive emotional characteristics.