关键词: 旅游目的地形象, 网络文本挖掘, 乾陵

Abstract: Tourism destination image has a direct bearing on tourists’ consumption decisions. An accurate understanding of tourists’ perception of tourism destination image is the basis for effectively improving the tourism destination image. Base on a sample online travel notes in Ctrip and the web text mining with analytic tools of ROST CM, this article analyzed the perceiving image of tourism destination of Qian Tomb from the following aspects： Word frequency, semantic web and emotion. Finally, the results were discussed and some suggestions to improve perceiving image of tourism destination of Qian Tomb were given accordingly.

Key words: image of tourism destination, web text mining, Qian Tomb