Research on Image Perception of Relong Hot Spring Resort Based on

Resource Endowment Combing and Network Information Mining

Xinlei Wu

Business Administration Department, Heyuan Polytechnic Heyuan, China

Keywords:

Cultural and Tourism Resources, Web Text Mining, Baidu Index, Tourist Perception, Relong Hot Spring.

Abstract: Hot springs have become an important part of health and wellness tourism products with their distinct and

unique healing properties. This article takes Guangdong Relong Hot Spring Resort as the research object. On

the basis of sorting out the cultural and tourism resource endowment of hot spring tourist destination, the

article uses Baidu Index to observe the network attention of Relong Hot Spring from 2011 to the first quarter

of 2021, using the ROST semantic network and social network generation tool to obtain the typical high-

frequency feature words of tourist evaluation and the positive emotion ratio of Internet word-of-mouth

evaluation. Combined with the results of the Internet cloud questionnaire, the article conducts a multi-

dimensional research on the image perception of hot spring tourist destination, in order to identify areas to be

improved, such as leisure and vacation settings, accommodation and reception facilities, public area

equipment, staff service quality, so as to propose development strategies such as coordinated and diversified

development, upgrading product levels, focusing on tourist needs and innovative theme marketing. The article

provides decision-making basis for the high-quality development of Relong Hot Spring Resort.

1 INTRODUCTION

The fast-paced modern life and huge social pressure

have gradually increased the number of sub-healthy

people, and consumers have an increasing demand for

physical and mental recuperation. Especially after the

COVID-19 in the spring of 2020 and when the

epidemic prevention and control is normalized, health

and wellness tourism has swept the tourism market

with a rapid momentum. Hot springs have become an

important part of health-care tourism products due to

their unique healing properties, and they have greater

market potential and development space.

Heyuan City, known as the "Hot Spring Capital",

is rich in hot spring resources, and 35 hot spring

resources have been proven to be developed (Jiang,

2018). The development and utilization of hot spring

resources in Heyuan has a long history. There are 11

geothermal resources that have been developed and

utilized. Among them, 5 comprehensive hot spring

resorts have been rated as national 4A scenic spots.

Therefore, Heyuan has become one of the important

hot spring tourism destinations in the mountainous

area of northeastern Guangdong, expanding the four

major hot spring cultural tourism development

sections of Yuancheng District, Heping County,

Dongyuan County, Zijin County. Relong Hot Spring

Resort is the core part of the Heping Hot Spring

Capital Tourist Resort, which is the provincial-level

tourist resort. Based on resource endowment

investigation and network information mining, this

paper conducts image perception evaluation research

for Relong Hot Spring, analyzes and proposes

strategies.

2 OVERVIEW OF THE

RESEARCH AREA

Relong Hot Spring Resort is located in Nanhu Village,

Rehui Town, Heping County, Heyuan City. It

officially opened in 2006.It is 25 kilometers away

from the county seat, 23 kilometers away from

Longhe Expressway (Exit of Fuhe Avenue), and 47

kilometers away from Daguang Expressway (Exit of

Xinfeng) (Shenzhen Window, 2021). Relong Hot

Spring has abundant geothermal resources and

excellent quality. The temperature of the spring water

jetted out is as high as 88°C, the daily flow rate is 6000

cubic meters, the water quality is relatively alkaline,

and the PH value is 7.42. The water is crystal clear,

and it is rich in more than 60 kinds of trace mineral

Wu, X.

Research on Image Perception of Relong Hot Spring Resort Based on Resource Endowment Combing and Network Information Mining.

DOI: 10.5220/0011734400003607

In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology (ICPDI 2022), pages 257-263

ISBN: 978-989-758-620-0

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

257

elements beneficial to human health such as

metasilicic acid. It can prevent rheumatoid arthritis,

muscle strain and other diseases. It is one of the world-

class pure natural and pollution-free medicinal hot

springs (Zhang, 2018).

Under the guidance of the strategic goal of "village

revitalization and enterprise integrated development"

(Shenzhen Window, 2021), Relong Hot Spring Resort

takes the green and ecological environmental concept

as the design blueprint, integrates the essence of

traditional Hakka culture, gives a vivid leisure

vacation business conference concept, and uses barren

mountains and original natural ecological landforms

to create a paradise where people and nature live in

harmony (Zhang, 2018).The Hakka villa buildings

stand on the water surface, and the rose log villas are

blooming like a brocade. They are integrated with the

landscape environment which can be called "mirages

on the hot springs" (Zhang, 2018). The resort takes hot

spring products as the main line, constructing a series

of tourism products such as hot spring healing

enjoyment, rafting leisure experience, natural scenery

viewing, combining health care, vacation, sightseeing

and other functions, comprehensively displaying

Hakka culture, ecological agriculture and forestry

culture, healthy culture. The resort was rated as a

national 4A-level tourist attraction in 2010, and was

selected as a characteristic town cultivation bank by

the Guangdong Provincial Development and Reform

Commission in 2018.

3 COMBING OF CULTURAL AND

TOURISM RESOURCE

ENDOWMENTS IN THE

HEPING HOT SPRING

CAPITAL TOURIST RESORT

Relong Hot Spring Resort is an important part of the

"Heping Green Valley Hot Spring Health Industrial

Park", which is one of the five major industrial areas

in the "Peace Hot Spring Capital Tourist Resort". In

addition to geothermal, ecological, rafting resources,

there are also excellent cultural and tourism resources

such as Hakka culture, traditional folk customs,

ancient villages and revolutionary sites in the

Table 1: Evaluation table of main tourism resources in Heping Relong Hot Spring Capital.

Types of tourism resources

Tourism resource monomer Rating Rank

Main category Basic type

Geographical

landscape

Hill type tourist spot

Jiulian mountain (AAA) 84 Level 4

Tea mountain (AAA) 65 Level 3

Water

scenery

Sightseeing and rest lake section

Lijiang (Hot water river) (BAA) 82 Level 4

Hot water rafting (BAA) 80 Level 4

Sightseeing and recreational lake district Taoyuan lake reservoir (BBA) 50 Level 2

Geothermal and hot springs Hot springs (BDB) 85 Level 4

Biological

landscape

Woodland Jiulianshan forest (CAA) 78 Level 4

Clump of trees Alsophila (CAB) 65 Level 3

Ruins

Place of historical event Dongjiang oclumn base (EBA) 65 Level 3

Abandoned production site

Taiping Heavenly Kingdom forging

sword worksho

(

EBD

)

47 Level 2

Buildings

and facilities

Religious and sacrificial activity venues Lagerstroemia palace (FAC) 61 Level 3

Tradition and vernacular architecture

Shizhen new house (FDA) 58 Level 2

Zhouwu village (FDA) 60 Level 3

Health, sports, recreation and

leisure resort

Jiulianshan Hot Spring Resort (FAB) 91 Level 5

Relong Hot Spring Resort (FAB) 93 Level 5

South Lake East Bank Villa Hotel Group

(

FAB

)

90 Level 5

Star camp (FAB) 68 Level 3

Architectural sketches Ukrainian gallery (FCK) 72 Level 3

Tourist

goods

Agriculture, forestry and livestock

roducts

Hakka native products (GAB)

(Hakka brewing, peanut oil, etc)

52 Level 2

Dishes and diet Hakka cuisine

(

GAA

)

50 Level 2

Humanities

activities

Local customs and folk etiquette

Hakka life and folk customs (HCA) 60 Level 3

Hakka production folklore (HCA) 60 Level 3

Other Other Hakka countryside scenery 65 Level 3

ICPDI 2022 - International Conference on Public Management, Digital Economy and Internet Technology

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surrounding area. According to the evaluation index

system and scoring standards listed in "Tourism

Resource Classification, Investigation and Evaluation

Form" (GB/T 18972-2003), the resource evaluation

results of Heping Relong Hot Spring Capital are

shown in Table 1. The third-level and above-level

tourism resources account for more than 78% of the

total resources. Relong Hot Spring Resort has the

highest score among the listed tourism resources,

reaching 93 points. Spring Capital are of excellent

value and distinctive features. Firstly, the advantages

of natural resources are outstanding. The overall forest

coverage rate in the area is 83%, and there are many

kinds of animals and plants. There are a large area of

rare plants Alsophila spinulosa. The excellent

ecological environment has given birth to a natural

oxygen bar with an average annual temperature of

19.7°C. The ecological environment such as

geological landscape and water scenery is unique and

can be used in depth; secondly, it is rich in human

resources and profound cultural heritage. Many

ancient Hakka villages in the town are dotted in the

tourist area. There are unique Hakka surrounding

dragon house architecture and unique Xinglong

Hakka folk customs, including Hakka crying marriage,

Hakka gongs and drums, and anti-folk songs, all of

which enhance the cultural connotation of the tourist

area. Heping county is an old revolutionary base area.

Jiulian mountain in Reshui town was once the base

area of the Dongjiang column for the revolutionary

armed struggle. The site of the Dongjiang column is

the existing revolutionary history education base;

thirdly, the hot spring resources are rich. The water

storage in the project site is extremely rich, the hot

spring is rich in mineral content, there are many hot

springs exposed, the water temperature is high, and

the water quality is excellent; finally, the existing

tourist attractions planning concepts are novel. The

rafting channel of the Lijiang River’s hot water

section has developed 6.5 kilometers of daily drifting

and 3.5 kilometers of night drifting projects. The 5D

water show dream project of Relong Hot Spring is the

world's first large-scale real-life ecological experience

show. Using high-tech means, it gorgeously presents

an interactive fashion entertainment show that

integrates viewing, listening, smelling, tasting, and

touching experience, integrating cultural innovation,

fashion sports, adventures and stimulating romance in

a natural river. (Mafengwo, 2020)

4 IMAGE PERCEPTION

ANALYSIS OF RELONG HOT

SPRING BASED ON BAIDU

INDEX AND ROST TEXT

MINING

4.1 Research Method Introduction

Search engine is an important way for potential

tourists to inquire about relevant information of travel

destinations. Through search engine data, it is possible

to analyze potential tourists' attention to travel

destinations (Chai, 2021). Baidu is the largest Chinese

search engine in China, with a penetration rate of

90.9%, so Baidu search can better reflect the situation

of potential tourists searching for information (Chai,

2021). ROST text mining software makes

unstructured measurement of tourism perception

image, transforming from qualitative to quantitative,

it can form a high-frequency vocabulary of network

evaluation, sentiment analysis table, presenting more

clearly and intuitively, this can ensure that the

research conclusions are true and valid.

4.2 Data Mining and Analysis

The network attention data collected by Baidu Index

in Relong Hot Spring in recent years is shown in Table

2. The data shows that from 2011 to the first quarter

of 2021, the overall network attention average trend

value of Relong Hot Spring is 17, the interim data

from 2011 to 2013 was relatively optimistic. Since

then, attention has become increasingly sluggish,

especially after the outbreak of the COVID-19 in the

spring of 2020. After the normalization of epidemic

prevention and control, the attention data has also

become unstable.

Table 2: Analysis table of network attention of Relong Hot

Spring based on Baidu Index.

(Statistical time: January 1, 2011 to April 1, 2021)

Observation timeline 2011yea

2012yea

2013yea

Overall tren

41 52 42

Observation timeline 2014

2015

2016

Overall tren

18 9 3

Observation timeline 2017yea

2018yea

2019yea

Overall tren

2 3 11

Observation timeline 2020year

The first quarter of

2021

Overall tren

6 1

Average trend value 17

Research on Image Perception of Relong Hot Spring Resort Based on Resource Endowment Combing and Network Information Mining

259

Table 3: Image perception of Relong Hot Spring based on ROST software.

Statistics time: February 2020 is used as the time cut-off point for the comparison of the situation before and after the outbreak of the COVID-19

Number of web text

collection samples

efore the e

idemic

525 items

Number of web text

collection samples after

the e

idemic

77 items

Typical high-frequency

feature words evaluated

by tourists before the

epidemic

Good hot spring

Service

Water villa

Hotel facilities

Damp

Experience

Typical high-frequency

feature words evaluated by

tourists after the epidemic

Hot spring water

Authentic

Environment

Fresh air

Breakfast

Waiter

Overlapping high-

frequency words in

tourist reviews

Hot spring, environment, room, villa, service, breakfast

Percentage of positive

emotions in online word-

of-mouth evaluations

before the epidemic

76.76%

Percentage of positive

emotions in online word-

of-mouth evaluation

after the epidemic

64.94%

In this paper, samples of web text collection are

obtained on Ctrip.com, and the results of ROST web

text mining analysis are shown in Table 3. Typical

high-frequency feature words in tourist evaluations

intuitively reflect the focus of tourists' attention to

tourist destinations. Regardless of before and after the

epidemic, tourists pay more attention to hot springs,

environment, rooms, villas, services, breakfast, and

always hold a positive attitude towards hot spring

water quality. Before the epidemic, tourists had more

positive comments on employee services, but after the

epidemic, there was a serious loss of employees, and

the age of in-service employees was generally slightly

older, so service satisfaction decreased significantly;

at the same time, tourists pay attention to hotel

facilities and villa equipment. Since the water villas

are built on the swan koi pond, tourists have a lot of

complaints about the rusty door handles, foggy

shower glass and the accommodation environment

with a strong smell of water vapor due to humidity, as

well as the light-proofness of hotel curtains and the

hygiene of slippers are mentioned by tourists. After

the epidemic, tourists pay more attention to health

factors. The superior natural environment, fresh air

and hot spring baths all bring guests a better healing

experience, but breakfast needs to be improved. In

general, the proportion of positive emotions in online

word-of-mouth evaluation after the epidemic has

declined compared with before the epidemic.

5 EVALUATION AND ANALYSIS

OF TOURISTS' PERCEPTION

QUESTIONNAIRE IN RELONG

HOT SPRING RESORT

5.1 Survey of Tourist Perception

Questionnaire

In order to have a more direct understanding of tourist

market conditions, tourist perceptions and needs, we

have set up cloud questionnaire survey points at the

resort lobby, hot spring experience area, hot water

drift area, rose garden area, restaurant and other tourist

reception gathering places. From March 1, 2021 to

March 19, 2021, a total of 509 valid questionnaires

were obtained. The content of this questionnaire

survey involves tourists' demographic characteristics,

tourism perception, consumption and overall

satisfaction. The occupational composition of the

interviewed tourists is diversified, with corporate staff

accounting for 16%, students accounting for 19%, and

freelancers, corporate management personnel and

teachers accounting for 14%, 13% and 11%

respectively. The trend of younger tourists is obvious.

Young people born in the 90s and 80s (18-35 years

old) accounted for 59.9% of the total number of

tourists surveyed, and their age structure showed a

typical normal distribution trend. The surveyed

tourists have a relatively high level of education, with

a bachelor/college degree or above reaching 59%.

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5.2 Data Analysis of Tourist Perception

Questionnaire

The survey results show that Relong Hot Spring has a

good revisit rate. 14% of the interviewed tourists have

visited more than three times, 42% of the interviewed

tourists have visited for the second time, and the

remaining 43% have only visited once. Tourists have

a good evaluation of the climate comfort of the resort,

with more than 36% of tourists feeling very

comfortable, and 52% of tourists feeling relatively

comfortable. 41.6% of the interviewed tourists

believed that the hot spring water quality and service

in the Relong Hot Spring Resort area were better than

other places, followed by the rose garden area and hot

water rafting. 47% of tourists favor the Hakka cuisine

provided in the resort and believe that the local

characteristics are outstanding. They include Hakka-

style meals such as Yuzhu beef and wild hand-

stripped beef, as well as Yangming braised pork and

Dongjiang warrior dishes full of revolutionary

memories. Although many tourists think that

accommodation and reception facilities are cost-

effective, but the cleanliness and comfort of holiday

reception facilities need to be improved, and the

utilization of resort resources also needs to be

deepened. The overall statistics are shown in Table 4.

COMPREHENSIVE ANALYSIS

AND DEVELOPMENT

STRATEGY OF RELONG HOT

SPRING BASED ON

RESOURCE ENDOWMENT

AND PERCEPTION DATA

6.1 Comprehensive Analysis

Combining the analysis of resource endowments and

tourist perception data, it can be found that Relong

Hot Spring has outstanding advantages in natural

resources, unique geothermal resources and rich

cultural resources. The developed hot springs, rafting,

rose gardens, Hakka catering have a good reputation.

The ecology, climate and style of the resort are well

received. However, the leisure and vacation settings,

accommodation and reception facilities, public area

equipment and staff service quality need to be

improved. It can be said that the Heping Relong hot

spring area has many municipal and even provincial

cultural and tourism resources. Although the quality is

high, the basic facilities are insufficient, and the

overall tourism experience needs to be improved.

Tourism products are mainly primary sightseeing and

shallow leisure. The overall extensive business

development level is not high, the humanistic

atmosphere is weak, the per capita consumption is low,

the effective value of regional resources has not been

realized, and the effect of industrial extension and

integration is very small. In addition, the unstable

Table 4: Summary of tourist perception questionnaire data.

Survey item (Converted score) Average score

Tourist revisit rate (5 points) 3.3

Subjective evaluation of convenience and comfort by tourists (5 points) 4.1

Tourist evaluation of climate comfort (5 points) 4.2

Tourist evaluation about style and characteristics of architecture and landscape (5 points) 4.2

Tourist evaluation of humanistic atmosphere (5 points) 4.3

Tourist evaluation about scientific and orderly nature of tourist behavior management (5 points) 4.2

Tourist evaluation of brand image and attractiveness (10 points) 8.1

Tourist evaluation of vacation resources (10 points) 7.4

Tourist evaluation of accommodation and reception facilities (10 points) 8.7

Tourist evaluations about local characteristics of dining (10 points) 8.7

Tourist evaluation on the diversity and quality of leisure resort facilities (10 points) 8.0

Tourist evaluation on cleanliness and comfort of holiday reception facilities (10 points) 7.5

Tourist evaluation of comprehensive service quality (10 points) 8.1

Total (100 points) 80.8

Research on Image Perception of Relong Hot Spring Resort Based on Resource Endowment Combing and Network Information Mining

261

situation of the domestic epidemic situation has had a

certain impact on the overall development of the resort.

First, there is a loss of employees, and secondly, the

overall source of customers is affected. The vast

majority of traditional tourists in Relong Hot Spring

come from Hong Kong. Due to various reasons, the

visits between tourist sources and destinations have

been blocked, Hong Kong visitors have dropped

sharply, and 70% of Hong Kong's tourist sources have

been lost. At the same time, the decline in online

search attention is also related to the project's

unidentified brand image, which has caused confusion

in public perception.

6.2 Development Strategy

6.2.1 Coordinate and Diversify Development

and Upgrade Product Level

Heping Relong Hot Spring Resort is an existing 4A

leading project in the city of Heping Hot Springs. The

development of key projects in other parks should be

driven by the leader, so that the hot springs will

develop connotatively, deepen the development of

regional resources, and turn the hot spring capital into

the core of cultural tourism. Focusing on the

development of Relong Hot Spring Resort, we must

promote the improvement of the surrounding

environment of the project and the improvement of

supporting facilities, create a foundation for exquisite

landscapes, upgrade from mass experience to mid-to-

high-end experience vacation, it can enrich hot spring

tourism products to upgrade the leisure and vacation

business, and then cultivate industrial clusters of

"tourism +" related industries, integrating cultural

experience products, cultural interpretation products,

ecological science products, ecological amusement

products, health care products and high-end holiday

products to develop together.

6.2.2 Deeply Cultivate the Core Customer

Group and Position the Market Path

At present, the target market of Relong Hot Spring

Resort is mainly concentrated in the Pearl River Delta

urban agglomeration and other cities in Guangdong.

At this stage, we should deepen the traditional market

in the Pearl River Delta, focusing on hot spring culture

and leisure, boutique rural leisure, characteristic

agricultural leisure, health care, and red history

education, consolidating the self-driving travel market,

weekend and small holiday markets. At the same time,

under the favorable background of integrating into the

Guangdong-Hong Kong-Macao Greater Bay Area, we

strengthened the promotion of brand products such as

hot spring cultural experience, folk custom experience,

Hakka cultural experience, ecological summer

vacation, restoring the attractiveness of Hong Kong,

Macao and Taiwan customers as much as possible to

form a long-distance leisure holiday market.

6.2.3 Pay Attention to The Needs of Tourists

and Innovate Thematic Marketing

On the basis of resources, we will carry out targeted

development and design on the basis of grasping the

needs of tourists, and do a good job of theme

positioning and marketing strategies. Here are three

types of topics for reference: The first is the resource

induction type-"the sea of trees and bamboo, the

original hot spring township", which reflects the

characteristics of the resource endowment of the

resort and makes tourists yearn for resources; the

second is the value identification type-"Peace Green

Valley, Hot Spring Capital", which extracts the value

associations that resource characteristics can bring to

tourists, and allows tourists to identify and resonate

with the value spread by the resort; the third is the

emotional summoning type-"the ancient Hakka town,

the impression of peace", which extracts the spiritual

core of the region and carries out general emotional

implantation, thereby generating links with tourists. In

addition, we implement precision marketing around

themes, pay attention to the maintenance of online

reputation, upgrade and build a self-media platform,

and realize the integration and complementarity of all-

media marketing channels.

6.2.4 Optimize Service Management and

Build System Mechanism

In accordance with the strict regulations on the

normalization of national epidemic prevention and

control, we will do a good job in cooperation. On this

basis, we do a good job in internal skills training such

as complete facilities and equipment, employee

service training. On the one hand, we start with the

renovation of existing facilities and equipment in

Relong Hot Spring Resort, and the quality of

supporting catering in scenic spots, so as to improve

tourists' intuitive experience of hardware; on the other

hand, we will strengthen the training of employee

service quality improvement, in order to improve

employee quality in terms of service awareness,

service etiquette, service skills, service

communication, and form a customer service system

such as "first inquiry responsibility" and "complaint

prevention", so that tourists' evaluation of service

quality has improved. From a long-term perspective,

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on the basis of improving the quality of the resort’s

customer service, a top-down four-in-one

management system will be formed within the county

area. Government departments, tourism companies

and the public will collaborate to form a stable closed-

loop mechanism. The government regulates industry

standards, mobilizes scenic spots and industries to

jointly create tourism brands, coordinates large-scale

marketing from the government level, and reduces

resistance to project advancement; industry

associations strengthen management, respond to

government policies, and realize multi-industry

penetration and cooperation development; residents

participate in the work of scenic spots in various forms,

actively seek employment, and improve their own

income level and quality of life; tourists strengthen

their own qualities, practice civilized tourism, and

jointly build civilized scenic spots; the smooth

connection between the resort and various scenic

spots aims to achieve tourism in large scenic spots.

Based on the Relong Hot Spring Resort, we will

optimize multi-party management and improve the

quality of service supply to truly bring tourists a high-

quality travel experience.

7 CONCLUSIONS

Heping Relong Hot Spring Resort should clarify the

core position of its Heping Lvgu hot spring health care

industry, sort out background resources, integrate

local culture, and proceed from market demand to

comprehensively improve various infrastructure and

service equipment. It is necessary to deal with the

various contradictions of the overall construction,

develop various high-quality tourism products, create

bright tourism projects, and realize the transformation

of resource-based tourism products into quality and

ecological tourism products. The resort pays attention

to tourism promotion and marketing to form a good

overall tourism brand image. It also needs to improve

tourism operation and management, and train

employees to have standardized and standardized

service knowledge, skills and accomplishments. The

coordinated development of government and

enterprises has established an effective mechanism to

adapt to the market economy. In the future, the Heping

hot spring capital will be truly built into a national

level tourist resort integrating "health, comfort,

culture, customs, and landscape" and integrating

"tourism+" industrial clusters.

ACKNOWLEDGMENTS

The authors would like to thank support of Youth

Innovative Talents Project of Guangdong Provincial

Department of Education (Humanities and social

sciences) (Project No.: 2018GWQNCX121), Science

and Technology Innovation Strategy Special Fund

Project of Guangdong Province (Project No.:

pdjh2021b0929), Philosophy and Social Sciences in

Heyuan, "13th Five-Year" planning project (Project

No.: HYSK18Z11).

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