关键词: 微博评论数据, 评价性旅游形象, 结构性旅游形象, 内容分析, 西安市

Abstract: This study taked the microblog users as the research object,and used the research methods of content analysis,semantic network analysis and kernel density estimation to analyze Xi'an's tourism image from two aspects of evaluative tourism image and structural tourism image,and put forward relevant suggestions.The results show that Hui Ethnic Street,Bell Tower,Drum Towerand City Wall are the core tourism images of Xi'an city.Ruins are the most preferred theme of tourist images.Tourism emotion evaluation is mainly positive.Xi'an's tourism image pattern has formed three major tourism image areasHui Sstreet-Bell and Drum Tower tourism image area with tourism and food as the theme,Dayan Pagoda-Ancient City Wall-Yongxingfang tourism image area with ruins as the theme,and Terracotta Warriors-Huaqing Palace tourism image area with history and culture as the theme.Image elements show the characteristics of centralized center and scattered periphery.The image of hot spots in urban tourism is still centered on material entity image.It not only supplements the limitations of the previous research on the image of urban tourism in terms of methods,but also provides suggestions for the development of urban tourism in the internet era.

Key words: microblog comment data, evaluating tourism image, structural tourism image, content analysis, Xi'an city