Asymmetrical Impact of the Tourists' Perception Image on the Satisfaction Evaluation in Beijing-Zhangjiakou Sport-culture-tourism Belt

The 106 scenic spots in Beijing-Zhangjiakou sport-culture-tourism belt are taken as the research object, the captured 86,192 tourist comments in Ctrip as the data source, and the LDA theme model used to analyze the theme of tourists' perception image in Beijing-Zhangjiakou sport-culture-tourism belt, to explore the asymmetric impact of tourists' perception image theme on satisfaction evaluation, combined with KANO model. The result shows that: (1) Tourists' perception image includes 8 themes of characteristic garden, tourism experience, Olympic scenic spots, scenic area management, natural scenery, tour guide service, ice and snow tourism, historical site. (2) The strongest perception of tourists is scenic area management and tourism experience, followed by Olympic scenic spots, characteristic garden, guide explanation, historical site, snow and ice tourism and natural scenery. (3) The tourists' perception image theme has an asymmetrical influence on the satisfaction evaluation, in which the natural scenery and historical site as motivating factors have positive asymmetrical influence on the satisfaction evaluation while scenic area management, ice and snow tourism as basic factors have negative effects. It is suggested to formulate a priority strategy for tourism development, accelerate the construction and promotion of special ice and snow tourism projects, regularly carry out the dynamic monitoring of tourists' perception image, and make timely improvements according to the changes in perception image theme and market demand, thus to better improve the satisfaction of Beijing-Zhangjiakou sport-culture-tourism belt.