1 Introduction

The in-depth development of cultural tourism integration and the importance of inheriting and innovating excellent traditional Chinese culture were discussed, emphasizing the necessity of building a brand value appreciation system and a cross-cultural communication matrix for Xi'an as an international tourism destination. The chapter reviews the origin and development of the concept of "image", as well as the structured theoretical paradigm of destination image research, including the ontological differentiation of projection perception image, the temporal evolution and cross-cultural cognitive deconstruction of destination image, the formation mechanism, and marketing strategies. At the same time, the methodological heterogeneity of the theoretical construction of destination image measurement was pointed out, and three research questions were proposed, focusing on the cross-cultural differences in the dimension of destination image in Xi'an and the similarities and differences in cognitive and emotional dimensions between domestic and foreign tourists.

2 Literature Review

The importance of studying destination image perception in cross-cultural contexts was deeply explored, emphasizing the crucial role of cultural elements in tourist behavior patterns, cognitive frameworks, and attitude tendencies. Research has shown that cultural differences such as language practice, nationality attributes, value orientation, and interaction methods have a significant impact on the formation of destination images. Previous studies have explored the differences in tourist satisfaction, emotional orientation, and destination image perception dimensions through cross-cultural communication theories such as individualism collectivism and power distance. Empirical research focuses on the construction effect of culture on destination image, and constructs a hypothesis testing framework to verify its explanatory power. In addition, the chapter also discusses the relevant research on online tourist reviews as tourism big data, pointing out that the development of big data technology has made tourism platform review data a key source of information for tourist decision-making. Cultural differences are reflected in the semantic focus, rating system, emotional orientation, and evaluation dimensions of comment texts. The rapid development of social media has deepened the barriers between different cultural groups, and tourists are more inclined to trust evaluations from the same cultural background. Online travel reviews (OTR), as a typical form of tourist generated content (TGC), have advantages such as practical orientation, high reliability and validity, and diversity, providing empirical analysis basis for analyzing the emotional dimensions and cognitive structure of destination images. This study selects tourist comments from representative tourism platforms at home and abroad, aiming to reveal the cross-cultural differences presented in the comment texts.

3 Research Process and Methods

Introduced the research process and methods, including data collection, preprocessing, and analysis procedures. The research object is the top 30 scenic spots in Xi'an on the Maotu Ying platform, and the review data of domestic and foreign tourists on both Ctrip and Maotu Ying platforms were collected. The dataset contains 12 structured fields, covering scenic spot names, user ratings, comment titles, and more. The data collection includes 27348 English comments from overseas tourists and 49022 Chinese comments from domestic tourists, with a total text size of 12593670 characters and 8054544 characters, respectively. To ensure cross linguistic data comparability, Chinese comments have been translated. The data processing stage performed key steps such as duplicate data cleaning and non textual symbol filtering. All data was stored in an Excel spreadsheet, and a specialized corpus of "Tourist Reviews of Major Tourist Attractions in Xi'an" was constructed. This corpus integrates a cross-cultural tourist review dataset to provide an empirical analysis basis for analyzing the cognitive patterns and experiential differences of different cultural groups towards Xi'an's attractions. After preprocessing and verifying the integrity of the corpus, the data enters the "semantic domain analysis concept network analysis sentiment analysis" ternary analysis process.

4 Research findings and discussions

This chapter analyzes the differences in perception of Xi'an tourism destination image between domestic and international tourists through the semantic domain automatic annotation system of Wmatrix 5.0 platform. Research has found that domestic tourist reviews involve 26 perceptual dimensions, while international tourist reviews involve 25, with the animal dimension only appearing in domestic tourist reviews. Emotional image and cost-effectiveness are the two core emotional dimensions. International tourists express their emotions more richly, using emphasis adverbs and positive adjectives, while domestic tourists use negative vocabulary and adverbs to reinforce negative emotions. Ticket price sensitivity and travel cost considerations are significant in both groups, but international tourists place greater emphasis on experiential value. The dimensions of cognitive image include cultural attraction characteristics, time, accessibility, etc., which affect tourists' overall impression and decision-making. Domestic tourists pay more attention to itinerary planning and tour guide guidance, while international tourists focus more on itinerary continuity and independent exploration. In terms of imagery, domestic tourists are more concerned about tourism activities and social interactions, while international tourists tend to prefer customized service experiences. Cultural differences affect the demand stratification and service supply system in the tourism market.

5 Conclusion

This article introduces the methods and framework of research on the perception of tourist destinations in Xi'an, analyzes the impact of cultural differences on image perception, proposes the use of image perception dimensions and sustainable tourism concepts to achieve coordinated development of tourist destinations, expands the perspective of cross-cultural research, and emphasizes the combination of cross-cultural communication theory and destination image shaping.