Comparison on Image of Official Communication and Perceived of Tourists of Tianmu Mountain

Based on online (https://www.ctrip.com, https://www.ly.com/) travel notes and reviews of tourists, and official communication texts, analysis were carried out on their difference of image of Tianmu Mountain in Zhejiang province by network text classification and social network analysis. The result demonstrated that Tianmu Mountain, large tree, forest, nature and agritainment were the same high-frequency words of Tianmu Mountain image in official communication and tourists. There were differences of image between tourist and the official communication. The official communication mainly focuses on Tianmu Mountain, especially on it’s history and culture, while tourist on forests, large trees, and fresh air. The difference also was in the location. The negative responses of tourists mainly came from expensive tickets, tired climbing, not interesting, and inconvenient traffic. Suggestions were put forwarded such as supplementing images by the official communication with large tree, fresh air, agritainment , natural education etc. improving the information, and enriching programs and interest of the tour.