This study conducts an empirical study on the impact of Beijing’s rights to host the Winter Olympics on its tourist destination image. In order to explore how winning the right to host the winter Olympics would affect the image of Beijing as a tourist destination, online travel notes of tourists to Beijing were collected on UGC platforms such as Mafengwo, Ctrip and Tuniu, and the content and emotion analysis of online text were conducted by using ROST CM 6.0 and ROST EA. The results show that: 1) after the success of the bid for the winter Olympics, Beijing’s image of the “winter Olympics” is more prominent, but not to a high degree. 2) The dimensions of the tourists’ perceived image of Beijing before and after the successful bid are different. Before the successful bid, the tourists’ perceived images of destinations are mainly reflected in the local atmosphere, attractions, transportation and Olympic venues, while after the successful bid, the tourists’ perceived images of destinations are mainly embodied in the local atmosphere, attractions, tourism services and international image. 3) Tourists’ emotions are mainly positive emotions, supplemented by neutral emotions, and the overall tends to neutralize.

运用GooSeeker软件, 在马蜂窝、携程和途牛等知名旅游UGC平台上爬取游客赴北京的网络游记, 并借助ROST CM 6.0和 ROST EA软件, 对网络文本内容进行内容分析和情感分析, 探究获冬奥会举办权对北京旅游目的地形象的影响, 得到如下结果。1) 申办冬奥会成功后, 北京关于“冬奥会”的形象特征得到一定程度的凸显, 但凸显程度不高。2) 申奥成功前后游客感知北京旅游目的地形象的维度具有差异性: 申奥成功前, 游客目的地形象感知主要体现在地方氛围、吸引物、交通和奥运场馆; 申奥成功后, 游客目的地形象感知主要体现在地方氛围、吸引物、旅游服务和国际化形象。3) 游客情感以积极情感为主, 中性情感为辅, 整体上趋于中性化。