Analysis and Implications of Travel Experience and Perception in Border Ethnic Areas Based on Online Text Mining——A Case Study of Xishuangbanna in Yunnan Province

Abstract The virtual online community has become an important platform for tourists to share their experience and perception of the tourist spots. Due to the originality without artistic processing, the content generated by internet users makes the information relatively more authentic and trustworthy. By taking Xishuangbanna as a typical area of border ethnic areas for case studies, the paper crawls tourists comments from Ctrip.com, through text mining, and quantitatively analyzes the high-frequency words regarding tourists’ experience and their perception in Xishuangbanna, covering such aspects as semantics, time series, value dimension, multi-dimensional scale, in order to understand the travel experience demand and market development trend in border ethnic areas. It is found that tourists have a relatively good perception of their travel experience in Xishuangbanna, and the overall evaluation of travel experience and perception is mainly positive; the product perception diversity is obvious; there are significant differences in various types of tourism elements perception, and tourists have formed clear and typical perception groups in terms of their travel experience in Xishuangbanna. Accordingly, this paper suggests that three ‘trump cards’ should be played for the future development of tourism in Xishuangbanna. Specifically, consumers for night tourism should be nurtured. The tourism elements system should be optimized, and the quality of tourism service facilities be improved. Meanwhile, market supervision should be strengthened and the level of travelling convenience be enhanced so as to optimize the tourists’ experience and perception of border tourism.