2.1 Rural cultural tourism integration content: natural landscape and cultural resources most attention
Visitors to Pingwang Town know about the landscape and culture including "Canal", "Ying Yu Lake", "Sizian Street", "Ande Bridge ", "hot sauce", "Jiuhua Temple", "cultural heritage", "silver fish " and other prominent words, mainly natural landscape and cultural heritage buildings (Table 1). The top three are natural landscape reviews, of which the number of reviews of the canal and the four rivers and Ying Yu Lake differ significantly. Cultural heritage includes special traditional handicrafts, historical buildings and gourmet specialties, such as "hot sauce" and "silver fish", "Sizian Street" and "Ande Bridge". "The number of reviews is close. The number of reviews on the natural river landscape in Pingwang Town is higher, indicating that tourists have a strong interest in it. Through the data, it can be observed that the part of tourism combined with cultural features receives less attention. The attention of cultural heritage is a little weaker than that of natural landscape, which shows that although Pingwang Town has a certain number of historical buildings, it is relatively "biased" in the part of integration with tourism, mainly in the part of "Yan Zhenqing" and "Fei Xiaotong". Fei Xiaotong" and other famous people's residence influence in the whole rural cultural tourism development market accounted for a low proportion.
Table 3. Types of cultural attractions in Pingwang Town
The audience of the attractions (Table 4) is mainly "local residents", followed by "tourists", and the difference between the two is small, so foreign tourists are also an important group for tourism development in the countryside. As the countryside has become more accessible in recent years, the frequency of "public transportation" is higher than that of "driving", indicating that tourists are willing to take public transportation to visit the area. "Parents and children", "youth" and "group" are also becoming a popular audience for tourism, and the more the tourist group tends to be in the form of family or group building, the younger the age composition is. Therefore, in the development of cultural tourism in Pingwang Town, the audience consumer group may tend to be younger and younger, and the choice of transportation is becoming more and more convenient.
Table 4. Audience groups and traffic types of cultural attractions in Pingwang Town
From the analysis of the above high-frequency words, we can find that culture and tourism in Pingwang town have been integrated in certain contents, reflected in the public cultural attractions function and type of perception, mainly historical buildings and natural scenery. The cultural category is mostly reflected in the traditional architectural heritage and cuisine of the countryside, mostly in the cultural relics protection units as well as the cuisine made of locally produced food, and the tourist tourism is inclined to the experience of natural scenery, with more emphasis on the exquisite and delicate mood of Jiangnan water town and the atmospheric simplicity of Wu style and Yue charm. But rural tourism integration development on the cultural tourism sites there is an uneven development, as well as the type of tourists visiting and the main places to visit visible rural characteristics of culture in tourism integration is not balanced.
2.2 Quality of rural cultural tourism integration: overall satisfaction with cultural tourism experience is positive
The emotional perception of tourists (Table 5) is mainly reflected in the positive emotional vocabulary, and the distribution and content of high-frequency words in three aspects: sensory, experiential and edible. The beauty of the countryside brings people strong feelings, and the words "beautiful", "fascinated", "harmonious", "enjoy" and "positive" are used in the sense of experience. The words "beautiful", "fascinating", "harmonious", "enjoyable" and "positive" are mostly used to describe the beautiful memories brought by the countryside's landscape and humanities, and at the same time have a positive and vigorous feeling. The sense of food is "delicious", "tasty", "high quality", which gives people the most profound experience. The local speciality food "beautiful eel" also leaves a deep impression on visitors.
The current quality of cultural and tourism integration in Pingwang Town can be reflected from the tourists' perception of the emotional image of Pingwang Town. The results of the emotional analysis show that the overall satisfaction of tourists with the cultural tourism experience in Pingwang Town is high, affirming that the local natural landscape and cultural resources bring tourists a warm and comfortable feeling, enhancing the rate of revisiting, and indicating that the way of integrating culture and tourism can meet the local development trend. However, based on the current public emotional perception words in the text focusing on the sense of experience, targeted corrections need to be made at a later stage. Through cultural reconstruction, tourism development, and urban-rural interaction [23–24], in order to improve the satisfaction of tourists' sense of observation as well as sense of consumption, etc., the quality of integration of cultural-tourism integration in Pingwang town is improved.
2.3 Rural cultural tourism integration value: canal culture is closely associated with tourism
By visualizing the texts of tourists' reviews, the semantic network graphs of cultural communication texts and tourism communication texts of Pingwang town are formed (as in Fig. 2 and Fig. 3). The position of the high-frequency words indicates the centrality of the words in the whole network diagram, and the further the node is from the central node, the more closely the words are connected to the central node, and the size of the noun graph indicates the centrality of the words. The connecting arcs between the words indicate the semantic relationship between the words, and the thickness of the lines represents the frequency of contribution and the closeness of the semantic connection between the two.
In Fig. 2, the high-frequency words in the tourism communication text of Pingwang town show a "core-edge" structure with "Pingwang" as the core and spread out in all directions, in which "Pingwang "Pingwang" and "Canal", "Ande Bridge", "Four Rivers", "Ancient Town", "Jiangnan" and "Ancient Town". and "Jiangnan", "ecology" and "activities", so they are more closely connected; "Pingwang ", "Jiangnan" and "four rivers" between the three high-frequency words and "Pingwang", "canal The three high-frequency words "Pingwang", "Jiangnan" and "Four Rivers" and "Pingwang", "Canal" and "Ancient Town" form a closed arc, reflecting the core concept of "Jiangnan Canal Culture in Pingwang Town" and "Pingwang Ancient Town". Secondly, in the culture of Pingwang cuisine, it is a good example. Secondly, in the culture of Pingwang food, we can observe that "ice cream", "hot sauce" and "silver fish" form their own small gathering point. These specialties also leave a deep impression on visitors. "The connection between "Pingwang" and "Activity" is also strong, reflecting the vitality of the countryside. "At the same time, there is a close connection between "Changyangli" and "ecology", which shows that there is a good trend of ecology in this area of Changyangli. Through the popular travel websites in Suzhou, we can learn that Changyangli is a comprehensive activity place that integrates life, leisure, entertainment, food and accommodation, so the adjective "adore" appears here in close connection with it, which means that this place receives more good comments for the crowd perception.
In Fig. 3. the high-frequency words in the cultural communication texts of Pingwang town show an "inner circle-outer circle" structure. Among them, "history", "culture", "old town", "development", "experience" form the inner circle, and the word "culture" is the connecting word for each of them, The word "culture" is the central word between the connecting words; the outer circle mainly includes "characteristics", "stories", "traditions", and "culture". ", "tradition", "activity", "Jiangnan", "innovation", "water town", "experience", "experience", "experience", "culture" and "experience" form the inner circle, "water town", "celebrity" and other words. The words "tradition", "experience" and "Jiangnan" in the outer circle are closely related to the central words, indicating that in the cultural communication texts of Pingwang Town, the traditional characteristics of Jiangnan and traditional skills are more The sense of experience is stronger in the cultural communication texts of Pingwang Town. Cultural creation is an element with potential value to increase local visibility and promote value-added, structural optimization and functional upgrading of the township [25]. In the outermost circle of the diagram, the terms "cultural creation" and "brand" are closely related to the sub-outer and inner circles, so the cultural creation brand of Pingwang town is a key element with potential for development in the process of cultural communication. The word "celebrity", together with "Fan Li", "Yan Zhenqing" and "Zhang Zhihe", forms a road network, indicating that in The promotion of celebrity culture in Pingwang Town can also be a key factor in cultural dissemination.
Figure 3. Semantic network of high-frequency words in the cultural communication text of Pingwang Town
The semantic network diagrams of cultural communication texts and tourist experience texts in Pingwang Town are somewhat different. The cultural communication texts focus on the historicity and characteristics of the township culture, while the canals and historical buildings in the tourist experience texts can touch the tourists more. Therefore, in the process of developing the cultural tourism integration in Pingwang Town, the cultural characteristics of historical buildings and canal landscapes should be noted to express, and cultural landscape installations and cultural spaces should be set. The cultural value of the rural landscape is transformed into the perception of tourists, thus bringing the cultural dimension of the rural natural geographic landscape to sublimation [26].
2.4 Rural cultural tourism integration heat: picking and agritourism as hot areas
Search the spatial hotspot map of the distance from the core village of Pingwang Town in four categories: natural scenery, picking gardens/nongjia, parks, and places of interest within Pingwang Town. Using the obtained POI data, a thermal analysis of the vitality space of Pingwang Town was conducted. The spatial distribution map of POI points was drawn by software for spatial linear distance analysis (Fig. 4). The analysis found that the natural scenery POI, picking garden/nongjia POI, park POI, and scenic spots POI points were more thermally concentrated in their respective spatial distribution, and most of them existed in groups, with a few vitality points scattered. The spatial linear distance between the POIs and Pingwang Town is basically controlled within 20km, which is a more convenient spatial distance for external linkage, providing spatial guarantee for the development of Pingwang Town and facilitating the attraction of dynamic people from other regions. The POI points of natural scenery are mostly concentrated within 10km from the center and distributed in the southeast of the village; the POI points of picking garden/nongjia are widely distributed, almost evenly distributed within 5-20km, showing the trend of spreading from the center to the periphery; the POI points of parks are mostly concentrated within 10km from the center and distributed in the southeast of the village; the POI points of scenic spots are more concentrated POI points are concentrated in the eastward direction within 10-20km from the center, and scattered in the westward direction 5-10km from Xiling Village.
Through the preliminary heat map point analysis, the regional vitality and correlation analysis from four aspects, and from the natural scenery, famous places, parks, picking/nongjia four aspects respectively POI data review derived the following corresponding appear high frequency words (Table 6):
Since the selected point is Pingwang town, which is far away from the urban area of Wujiang District, the number of parks and other such recreation limited places in the township planning is small, so the number of natural scenery and parks are combined as the same reference here. By classifying the POI hot points within Pingwang town, the data of natural scenery POI points reveals that most of the interest points of the crowd are more in "tourist area" and "leisure and entertainment", and according to the text search, it is found that Taihu Lake Misty Camp is mostly a favorite spot for young people to hit the card. The arrival time of each point increases gradually as the distance becomes longer, and the arrival time and distance do not complete the positive correlation trend, so the attention of the points may sometimes be different because of the distance.
The statistical analysis of the number of POI reviews of the famous places (Table 7) shows that the "Newspaper Grace Temple" has the highest number of 133 reviews, and it is the closest attraction to the center point except the "Fei Xiaotong Jiangcun Memorial Hall", which has a wider audience. Internet data shows that temples and other famous sites have attracted many young people in recent years. According to the table, we can also observe that the nearby attractions are mostly temples and memorials, which can be taken into account in the development of rural cultural tourism, and can also be used as an intrinsic advantage, as well as attractions combined with local culture, and additional certain publicity, is also a new idea of rural tourism development.
According to the word frequency analysis of each point in Chart 8, we can find that the number of reviews for "Jiangnan Water Village Leisure Farm", "Jiangcun Nongjiale" and "Bifeng Farm" are 29 times, 18 times and The number of reviews of "Jiangnan Water Village Leisure Farm", "Jiangcun Nongjiale" and "Bifeng Farm" are 29, 18 and 10 respectively, accounting for the top three reviews in Pingwang Town. With the improvement of living standards, the farmhouse slowly approaching people's lives, and become the main way to feel the nature to experience the idyllic life. Secondly, "Huajia Changyangli" is a "garden and village in one" recreation-type field complex, which is also a model for Pingwang Town to build "Huan Changyang characteristic field and village belt" in Wujiang District in recent years. model. No matter it is Chang Yangli or Nong Jiale, such rural tourist attractions are to provide urban modern people or tourists with a way to return to nature so as to obtain physical and mental relaxation and pleasure leisure tourism. The distance of the leisure spots shows that the distance between the high frequency spots and the center of Pingwang Town is controlled within 10km, and Changyangli is a model spot for rural revitalization in Wujiang District, so it can learn from its planning method to drive its own development. The number of reviews for the picking garden is low and the distance is also far, so the reference value is not much.