Public opinion of a tourist destination refers to the public's emotions, attitudes and opinions about specific events, topics, organizations or individuals related to a tourist destination. Such emotions and opinions can be expressed and disseminated through social **, news reports, forum discussions, Weibo, WeChat and other channels.
The management of public opinion of tourist destinations plays an important role, and for tourist destinations, timely understanding and response to public opinion can help better maintain their own reputation and image and reduce negative impacts. Public opinion management involves the monitoring, analysis, early warning and response of public opinion, and it is necessary to use various tools and technical means to gain insight into public opinion, understand the trend, and take corresponding measures to guide and influence the trend of public opinion.
Tourism public opinion data collection in *** news **, Weibo, WeChat, forums, OTA**, Tieba, etc. Acquisition methods can use tools such as Octopus or Python for content crawling.
The analysis of tourism public opinion is mainly based on the analysis of theme, emotion and volume.
1. Topic analysis: aggregate the data discussed on the same topic in a large amount of data. Clustering algorithms are mainly used, such as LDA topic clustering, K-means clustering, and KNN nearest neighbor clustering algorithm.
2. Sentiment analysis: different emotions expressed by the public and ** in response to public opinion events, such as anger, sadness, love and sympathy, etc. Generally, positive, neutral, and negative emotions are classified, and common classification algorithms such as Bayesian, support vector machine (SVM), and random forest are mainly used.
3. Volume analysis: the number of the same topic over a period of time. Generally speaking, public opinion monitoring is very sensitive to the increase in the volume of the same topic. For example, the public opinion volume of the Qingdao prawn incident can reach a very large value in a very short period of time, thus escalating an ordinary consumer dispute incident into a serious tourism public opinion event.