Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS

— The traditional village is not only the biggest heritage of agriculture but also the most ancient and precious resource of culture in China. But along with the rapid development of modern society and cities, the traditional village, which has a science of study, history, and cultural value, is disappearing rapidly. Therefore, this paper uses big data and ArcGIS as a means to obtain the research data of traditional villages in Zhanjiang and analyze their spatial distribution characteristics. Then, the driving factors affecting the tourism development of traditional villages are analyzed, and the social perception behind them is interpreted. Finally, the Tourism Development Potential Index (TDPI) model is used to evaluate the tourism development potential of traditional villages in Zhanjiang and make suggestions. The results showed that among the factors affecting the tourism development of traditional villages in Zhanjiang, the weight of human factors was greater than that of natural factors. Among the eight driving factors of tourism development, high - level scenic spots and socio - economic factors had the greatest impact on tourism development in traditional villages, with 10 traditional villages with strong potential, 47 with medium potential, and 39 with weak potential. Based on this, the corresponding development strategy is proposed, aiming at offering a scientific basis for developing Zhanjiang Traditional Village's tourist industry.

With the proposal of the national "rural revitalization strategy" and the awakening of people's awareness of traditional culture protection, Chinese scholars have also carried out a lot of research on traditional villages.The research content focuses on spatial distribution (Huang and Li, 2021), restoration and protection, tourism development, value mining (Shen et al., 2006), and so on.The research methods mainly used GIS analysis technology (Fu and Huang, 2016), big data (Hu, 2018), social perception (Chen, 2021), and so on.
The research scale is concentrated on the national (Ma and Wu, 2020), local (Zhang, 2018), urban (Zhang, 2019) Kevin Lynch, in his study of "urban scenes", proposed that there are many similarities between urban imagery (traditional social perception) as a result of the interaction between the urban environment and people, the evolution of cities from traditional settlements, and the product of the industrialization of human society.After Xiong Kai (1999) interpreted the theory of urban imagery, he extended the concept of rural scene, which has the same connotation as urban imagery, but the research object is rural rather than urban.This paper combines the connotations of urban imagery and rural imagery when discussing traditional villages, so the definition of social perception in this paper is relatively narrow, between traditional social perception and big data social perception, which refers to the analysis of the spatial distribution pattern, traffic road network, distance from advanced scenic spots, and other data of traditional villages, and expounds the geospatial characteristics of the natural and socio-economic conditions of traditional villages in Zhanjiang.
In the process of urbanization, many rural people have migrated to cities, traditional villages are facing problems such as aging and hollowing, and regional    (1) DEM data: The DEM data in this paper is taken from the Geospatial Data Cloud (GDC), which is obtained by the radar topography mapping SRTM.In this paper, the natural discontinuity method is used to divide the elevation of Zhanjiang into three levels, and the elevation map is obtained as the basis for evaluating the topographic conditions of traditional villages.The river system was obtained by using DEM, which was overlapped with the location map of traditional villages, and then the buffer zone analysis of the river was used as the basis for assessing the distance from the river system.
(2) Image data: The image data is taken by Landsat, and the band operation in the ENVI software is used to extract the vegetation index (VI), and the vegetation cover map is obtained.

III. METHODOLOGY
In  (2) The coefficient of variation analysis, also known as the dispersion coefficient, specifically refers to the normalization measure of the degree of dispersion of the probability distribution of a thing.Its principle is that the area of the Tyson polygon changes with the distribution of point features, so the CV value can be used to evaluate the degree of change in the area of the convex polygon and to determine the distribution type of traditional villages.The specific calculation steps are as follows: where CV represents the coefficient of variation; si refers to the area of the i-th Tyson polygon in the study area; s refers to the average of the polygon area; R means that the ground is the standard deviation of the polygon area; n refers to the number of polygons.
Duyckaert and Godefroy (2000) proposed that when the CV value is in the range of 33%~64%, it means that the point set in the research area is randomly distributed; When the CV > 64%, it indicates the distribution of point clusters in the study area; CV< 33% indicates that the set of points in the study area is evenly distributed.
(3) Unbalance index: The imbalance index method is an approximate expression of the Gini coefficient of the Lorentz curve, which is mainly used to measure the spatial distribution differences of villages in different administrative district levels or geographical divisions.
The specific calculation steps are as follows: (5 where S is the imbalance index; n is the number of study areas; Yi refers to the proportion of the number of traditional villages in the total number of villages in the city in the study area, from largest to smallest, calculated as a cumulative percentage of the ith place. In the case of 0<S<1, the higher the S value, the higher the imbalance of the distribution of point features in the study area, and the greater the degree of geographical concentration.In the case of S=0, it indicates that the point-like features are evenly distributed in the study area.In the case of S=1, it indicates that the point features are concentrated in a certain area.where f (x) is the kernel density value, n is the total number of counties in the study area, x-xi is the distance from the estimated point x to the data point xi, and h is the bandwidth.The larger the value of f(x), the higher the density of traditional villages near that point.

Potential Analysis Methods
(1) The entropy method is a method used to measure uncertainty in information theory.The more information, the greater the uncertainty and the smaller the entropy.Less information creates more uncertainty and, thus, more entropy.Starting from the characteristics of entropy, it can be used to determine whether an event is random, and the entropy value can also be used to determine whether an indicator has a discrete degree; the greater the degree of dispersion of the index, the greater the impact (weight) of the indicator on the comprehensive evaluation, and the smaller the entropy value.There are m samples and n evaluation indicators to form the original data matrix ( 7): 3) Calculate the proportion of the jth indicator under indicator i:   1).
Such as topography and landform, river system, vegetation coverage, population distribution density, social economy, source market, transportation location, and advanced scenic spots according to the two major categories of natural geography and human geography to evaluate the tourism development potential of traditional villages in Zhanjiang.

Degree of Spatial Distribution Equilibrium
The imbalance index S was calculated to be 0.37, indicating that the traditional villages in Zhanjiang were unevenly distributed among cities and counties.Figure 3 shows

Spatial Distribution Density
The kernel density analysis was carried out to visualize and express the spatial distribution density.
The design bandwidth value was 10km, the cell value was set to 1km, and the kernel density value was reclassified into 5 categories by using the natural break point method, and the distribution map of the kernel density of villages was obtained (Figure 5).

Natural Environmental Factors
The assessment and analysis of the natural environment can not only speculate on the reasons for the location of traditional villages in Zhanjiang in the past but also provide references for the tourism development direction of traditional villages in the future.

Relying Source Markets
With the acceleration of national urbanization,   (2) Rural image elements: As linear elements among the five elements, roads connect various nodes (traditional villages, source markets, and high-level scenic spots) in the area of Zhanjiang.Figure 11 shows that most of the traditional villages are distributed along traffic roads.It can be seen from Figures 12 and 13 that most of the traditional villages are far from source markets and high-end scenic spots.Based on the above analysis, it can be concluded that roads are an important element that constitutes the social perception of traditional villages in Zhanjiang.Node elements such as source markets and high-level scenic spots are secondary elements.Therefore, the traditional villages in Zhanjiang are densely distributed along traffic roads, and the number of villages is smaller with the distance from source markets and high-level scenic spots.
In addition, this paper uses crawling software such as "descendants" and "octopus" to crawl the reviews of traditional villages on various tourism platforms and finds that there is very little evaluation data available and some even no reviews.It can be seen that traditional villages in Zhanjiang are searched less frequently on social media, indicating that people have low emotional awareness of them.

VI.
DEVELOPMENT POTENTIAL EVALUATION MODEL ANALYSIS

Determined Evaluation Indicators
The superposition analysis, proximity analysis, and spatial interpolation were used to perform spatial analysis of traditional villages, and combined with the above research results, the initial matrix X (96 rows, 8 columns) was constructed.On the basis of obtaining the evaluation index data for 96 traditional villages, the weighted values of each evaluation index were obtained according to the entropy method (Table 3).In the evaluation indicators of the physical geography category, the weights from high to low are: river system, topography and landform, and vegetation coverage.In the evaluation index of the physical geography category, the weights from high to low are: advanced scenic spots, GDP, population density, transportation location, and source market.In general, human geography has a greater influence than physical geography.(2) Shuangcun Village: Located in Hetou Town, Suixi County, Shuangcun was founded in the Song Hui Zongxuanhe period, has a history of more than 900 years, and is an ancient village with a long history.Now there is a well-preserved Chen ancestral hall in the village, as well as more than 600 acres of ancient forest and several century-old trees.
(3) Suer Village: Originally named Lychee Village, it was later changed to "Suer Village" to commemorate Su Dongpo's two visits here.In the western part of   include "Sima Di", "Dafudi", "Gui Lu", etc., each of which is unique and is a mansion of Huaju..

Suggestions for
INTRODUCTION As a country with a long history of farming and farming culture, China has accumulated a rich and diverse agricultural cultural heritage for thousands of years, and the rural settlements produced at the same time with farming civilization are where agricultural producers work together and multiply.However, in the He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 38 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/process of the rapid advancement of modern industrialization and urbanization, a large number of people in rural areas have left the country, resulting in a serious phenomenon of "rural culture" fault caused by the hollowing out of rural areas.In addition, villagers in some backward areas have weak awareness of protecting traditional buildings, and most of the newly constructed rural houses are incompatible with the buildings with local cultural characteristics.As a result, many traditional houses with cultural branding and great historical value were quickly flooded by the same reinforced concrete buildings (Lin et al., 2019).In this context, the preservation and sustainable development of traditional villages have become important issues that cannot be ignored.
, and other large mesoscales.However, at present, scholars' research on traditional villages in Guangdong Province mainly focuses on areas where traditional villages are more densely distributed, such as East Guangdong and the Pearl River Delta, and there are few studies on western Guangdong.In addition, most of the research contents focus on restoration and protection of architectural structures, and the research scale is mainly microscale, lacking research on the tourism development potential of mesoscale traditional villages.The study of villages abroad can be traced back to the 1930s.Due to the relatively backward science and technology at that time, foreign scholars mainly studied villages to elaborate and confirm.Based on the natural differences between different settlements, American scholar Hall (1931) selected three dimensions of village distribution type, spatial characteristics, and culture to analyze the form of rural settlements in Japan.After the 21st century, the rapid development of information technology makes GIS, remote sensing (RS), and other research methods rise in the study of geospatial and are applied to the study of settlement form.Pamela et al. (2009) used RS technology to study the dynamic changes in the historical settlement landscape.Yang et al. (2009) used GIS and RS as research methods to discuss the updating of grid population distribution data in China.Janowicz et al. (2019) discussed how to understand the social perception of a certain regional environment by studying the spatial, temporal, and thematic characteristics of a certain region on the basis of providing massive data with big data.Chen et al. (2018), using RS and social perception as research methods, used big data to crawl traffic networks, commercial outlets, residential areas, and other points of interest to analyze Beijing's green space.Sarah (2014) took the Mayan village of Yucatan in eastern Mexico as an example and studied the tourism development of the local Mayan heritage village from the perspective of the villagers' social perception; Liu et al. (2015) discussed how geographers used the combination of social perception and RS to analyze the spatial interactivity of a certain region in the era of big data and put forward the main problems of applying the social perception analysis method; Lai et al. (2013) took historical towns in Taiping, Malaysia as an example to explore the role of cultural factors in the spatial characteristics of towns and villages.At present, the research focus on traditional villages in China mainly focuses on the value, spatial distribution pattern, protection, and development of traditional villages.Li (2020) used ArcGIS and Excel software as tools to analyze the spatial pattern of villages in Hunan Province by using the nearest proximity index, Gini imbalance index, kernel density analysis, and Moran index.Then, 10 impact factors based on traditional villages selected by the state were He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 39 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/selected to analyze and study the tourism development potential of traditional villages in Hunan Province.Chen (2021) uses a combination of RS and social perception to analyze the landscape of urban villages in the Guangdong-Hong Kong-Macao Greater Bay Area.Song et al. (2002) took traditional villages in Beijing as an example, and on the basis of crawling the big data of tourism reviews on various online platforms, they used social perception methods to analyze the characteristics of cultural tourism on the evaluation of tourists' tourism behaviors such as eating, lodging, traveling, and shopping.In the network, the definition of social perception is mainly based on human perception units, taking various types of geographic big data that can record residents' activity trajectories as data sources and analyzing the geospatial characteristics of human and socio-economic conditions in a specific area on the basis of GIS spatial models and analysis methods.The term social perception is extended from urban imagery, which is people's consciousness, which is the process of physical and mental perception such as awareness, feeling, and attention generated by people in the surrounding living environment.In the pre-network period, because the Internet was not yet popular, urban imagery mainly referred to citizens' collective memory of the built environment, such as roads, areas, boundaries, and other environmental elements.With the rapid development of the Internet, residents' perception of the living space environment is no longer limited only by the scene in the living environment; they can use self-media, various tourism platforms, and smart maps to express their perception of the landscape of features, that is, social perception.

( 2 )( 3 )
cultural characteristics are gradually declining with population loss.Traditional villages are the heritage of China's agricultural culture, with important scientific research, historical culture, and landscape value, and can provide rich historical and cultural landscape resources for the development of urban tourism.Thus, this paper aims to study the natural and human conditions of traditional villages in Zhanjiang, analyze their tourism development potential, and discuss the feasibility of tourism development in traditional villages.Specifically, the research objectives of this paper can be subdivided into the following aspects: (1) Taking the traditional villages of Zhanjiang as the research area, the spatial distribution characteristics of their traditional villages were analyzed.This paper uses the tourism potential development index as the evaluation standard to explore the tourism development potential of traditional villages.Based on the actual situation of traditional villages in Zhanjiang, in addition to providing strategies for their preservation and development, we also hope to propose sustainable development strategies.
Fig.1 Location Map of Zhanjiang City

( 3 )( 4 )
Point data: this paper selected 96 traditional villages as research objects by referring to the method of selecting traditional villages.The point data of traditional villages and the advanced scenic spots are obtained through big data crawling in Baidu's picking coordinate system.Traffic road network data: we obtain the whole country and Zhanjiang from the WeChat public account and simplify the two to only display the three levels of trunk roads, highways, and main roads through hierarchical screening, editing, and processing, and then overlap with the location map of traditional villages.

( 5 )
Population and GDP data: The data are derived from the "Zhanjiang 2020 Yearbook", and the inverse distance weight (IDW) method is used to interpolate and analyze the GDP and population data.The distribution map and the population density of traditional villages are obtained as the basis for evaluating the socio-economic conditions.

Fig. 2
Fig.2 The Schema Flowchart of This Study

( 4 )
Kernel density analysis method: The distribution density of geographical phenomena is commonly described by the degree of aggregation of geographic data distribution.Kernel density analysis can be used to calculate the unit density of measured values of point and line elements within a specified neighborhood range.It can intuitively reflect the agglomeration of research objects into continuous areas.This article uses this method to study the spatial distribution and density of traditional villages in Zhanjiang City.The calculation formula is as follows:

( 7 )
The greater the gap in the value of an indicator, the greater the role of that indicator in the overall evaluation.If all indicator values are equal, the indicator will not be useful in the composite evaluation.The entropy weight method calculation steps are as follows: 1) First, select n evaluation indicators and m samples.(i=1， 2...， n; j=1，2，...， m)； 2) Next, the normalization of the finger is carried out: the homogeneity of heterogeneous indicators.Because the measurement units of various indices are not uniform, before using these indices to calculate the composite index, they must be normalized.That is, the absolute value of the index is converted into a relative value to solve the homogenization problem of various heterogeneous index values.In addition, because the values of positive and negative indicators represent different meanings (the higher the positive indicator value, the better, and the lower the negative indicator value, the better), for high and low indicators, we use different algorithms to normalize them.The specific method is:

4 ) 5 ) 1 jj de =− 6 )( 2 )( 3 )
Then calculate the entropy value of the jth indicator: Recalculate the information entropy redundancy: ： Finally calculate the weights of each indicator: Tourism Development Potential Index (TDPI) model Based on the above analysis results, the evaluation model of traditional village tourism development potential, namely the traditional village TDPI model, is established to explore potential traditional village tourism development areas.The TDPI model is as follows: (12) Where: cij is the jth rating of the ith indicator, ωi is the weight corresponding to the i-th indicator, m is the number of indicators, and n is the number of ratings corresponding to the indicator.Determination of Factor Evaluation Indicators The evaluation of tourism resource development potential is crucial to the scientific planning, sustainable development, and utilization of tourism resources.Combined with the previous analysis and referring to the tourism potential evaluation factors established by Shang (2021), this paper starts with the three systems of tourist destination, source of tourists, and tourism travel and selects eight evaluation indicators (Table ) believes that the countryside, as the predecessor of the city, should also have its own image, so he proposed the "rural image", and divided the rural image into two types: landscape imagery and cultural imagery, of which the landscape image is composed of rural settlement form, architecture, and environment.Therefore, this paper analyzes the spatial distribution patterns of traditional villages in Zhanjiang and interprets the social perception behind them.
Fig.3 Lorentz Curve of the Distribution of Traditional Villages in Zhanjiang

Fig. 4
Fig.4 Distribution maps of Tyson Polygons in Traditional Villages in Zhanjiang Fig.5 Kernel Density Map of Traditional Villages in Zhanjiang Fig.6 Elevation Map of Traditional Villages in Zhanjiang

Fig. 7
Fig.7 Water System Map of Zhanjiang

Fig. 9
Fig.9 Population Distribution Density Map of Zhanjiang

5. 2 . 3
Fig.10 Distribution of GDP Per Capita in Zhanjiang urban residents enjoy the high-quality living standards and convenient transportation modes brought by urbanization on the one hand and endure the fast-paced life brought by urbanization on the other.In order to balance work and life, more and more urban residents want to escape the noisy, crowded, and turbid urban communities through short holidays and go to the quiet, open, and fresh-air countryside to feel nature, return to themselves, and cultivate emotions.Thus, under normal circumstances, the higher the economic level, the larger the scale of the city, and the better the infrastructure of county-level towns, the stronger the promotion of the development of traditional villages.This paper analyzes the buffer zone of Zhanjiang and county urban areas and obtains the urban and urban stations of Zhanjiang cities and counties (Figure12).The results showed that there were 13 traditional tourist villages within the 10 km buffer zone of Zhanjiang, accounting for 13.5% of the total number of traditional tourist villages.There are 32 traditional tourist villages within 10-20 km of the county seat, accounting for 33.3% of the total.There are 51 traditional tourist villages within 20-30 km of the county seat, accounting for 53.1% of the total.As the distance of the source market becomes farther, the number of traditional villages shows a trend of decreasing, and the traditional villages that are far away from the source market are not conducive to attracting tourists, but it is He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 55 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/easier to meet the natural conditions required for the development of rural tourism, such as land and environment, than the villages that are closer.

Fig. 13 Distribution
Fig.13 Distribution Maps of Scenic Spots and Traditional Villages in Zhanjiang Due to the fact that the traditional villages with medium potential and weak potential do not have good conditions for tourism development, such as insufficient infrastructure, long distance from the source market, low visibility, and other defects, the tourism development potential has not yet reached the conditions for development in the overall evaluation, and tourism development is not suitable.Therefore, this paper makes suggestions on the tourism development of traditional villages with strong potential and the distribution map of traditional villages with strong potential (Figure 14).

Fig. 14 Distribution
Fig.14 Distribution Maps of Traditional Villages with Strong Potential

( 4 )
Bangtang Village: it is located in the western suburbs of Leizhou City, formerly known as Shiqi Village, with a history of more than 400 years.The whole village can be divided into two natural villages, north and south, with beautiful mountains and waters, green trees, antique colors, and a quiet and peaceful pastoral atmosphere everywhere.(5)Chaoxi Village: it is surrounded by rivers on three sides, so it is called Chaoxi Village.Most of the ancient houses in the village are tile houses made of large bricks and tiles, with the characteristics of southern architecture of the Ming and Qing dynasties.

( 6 )
Tiaoming Village: Tiaoming Village is located near Shililing in Diaofeng Town, Leizhou City, with fertile farmland in front and rolling hills behind, and the whole village topography is like carp-absorbing water, which is a good place for Zhong Lingyuxiu.(7) Qingtong Village: Located in the east of Yingli Town, eight kilometers away from the town site, is a beautiful water town.It has a history spanning more than 400 years since the Ming and Qinglong dynasties, and the majestic ancestral hall complex of the Qing Dynasty still remains.Walking in the streets and alleys, people can feel a strong humanistic atmosphere.(8) Guanxin Village: Located in Nanxing Town, Leizhou City, Guanxin Village is an ancient village with a history of more than 300 years, and many ancient residences and ancient cultural relics in the village have been well protected and repaired.In the Guan's ancestral hall, there is a stone tablet from the Qing Dynasty, which clearly records the flood that occurred during the Mid-Autumn Festival in the second year of the Qing Dynasty's Tongzhi and teaches future generations to do a good job in flood prevention.This stone stele is carved from hard bluestone, and the inscription is written by Xiaokai, which is very "Yan Jian and Willow Bone".Despite more than 150 years of wind and rain, the handwriting is still clearly visible.(9) Beilao Village: It is located in Yangjia Town, Leizhou City, with a collection of cultures and many scenic spots.The ancient residential buildings in the village are very commendable, and the ancient houses in the village are not only numerous but also very exquisite in their architectural craftsmanship, and the interior and exterior decoration are gorgeous.(10) Esense Village: Located in Beihe Town, Leizhou City, Egancun Village is a village with a history of more than 450 years that was established during the Jiajing period of the Ming Dynasty.On the Hutou Ridge in Egan's Village, there is a torii built more than 600 years ago and still intact, which is the oldest and most complete archway in Leizhou City.(11) Donglin Village: It is located on the south bank of the Nandu River in Leizhou City.It was built during the Xiangxing period of the Southern Song Dynasty and has a long history.The scale and architectural style of the ancient houses in the village are the largest in Leizhou.There are four Ming Dynasty residences, all made of brick and wood, and each main house has five rooms.The ancient houses of the Qing Dynasty mainly

( 1 )
figures to create a unique cultural museum or intangible cultural heritage learning base for the village.

( 2 )
Use the traffic network as a bridge to introduce high-level scenic spot visitors.As a bridge for people to communicate with the outside world, transportation has played a very important role since ancient times.The development of traditional villages in Zhanjiang is inseparable from the construction of the traffic road network.Referring to the above research results, it can be seen that the traditional villages of Zhanjiang are far away from source markets and high-end scenic spots, and the money, time, and energy spent on the journey will be prohibitive, weakening the willingness to visit.Therefore, cities (counties) and districts in Zhanjiang can build roads from administrative centers or high-level scenic spots to the centers of traditional villages and towns and provide shuttle bus lines to reduce tourists' concerns about inconvenient transportation and strengthen the connection between traditional villages and source markets.

( 3 )( 5 )( 1 )( 2 )
Guiding government policies to attract rural populations to return.In March 2022, Zhanjiang held a conference on promoting the construction of the tourism industry.At the meeting, the leadership team of Zhanjiang said to build a global tourism demonstration zone and create a "culture + tourism" development model to drive the economic development of Zhanjiang.The article "Implementation Opinions on Creating a Global Tourism Demonstration Zone in Zhanjiang City to Promote the High-quality Development of the Cultural Tourism Industry (2022-2025)" released at the meeting mentioned that vertical and horizontal tourism corridors should be created, Wuchuan, Leizhou, and Xuwen tourism growth poles should be created, and a tourism pattern of "one core, one belt, two corridors, and three poles" should be built.Under the impetus of this policy, traditional villages in Zhanjiang can attract people to return through talent introduction.(4) Take the direction of promoting the old and innovating to avoid the homogeneous development of villages.Under the impetus of rural revitalization, a number of villages with tourism-driven industrial development have emerged in China's rural areas, and due to the lack of professional team guidance, practice, and construction, the tourism development of many villages has shown a homogeneous trend, resulting in the tourism of some villages being only short-lived.Thus, the traditional villages of Zhanjiang must attach importance to the construction of tourism professional teams, excavate village culture, create village cultural characteristics in a down-to-earth manner, and repeatedly grind the unique road of traditional village tourism development.Use the Internet+ as a platform to improve the popularity of villages.Broaden publicity channels, use the Internet, social software, online self-media, and other modern publicity methods to strengthen the innovation and output of cultural works with local characteristics such as literature, stage plays, and songs, and establish new brands and new business cards for traditional village He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 62 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/tourism in Zhanjiang; Improve the publicity platform and create a new image for external publicity.Establish a public platform for the external promotion of rural tourism in Zhanjiang, based on the big data platform, combined with the development of new infrastructure such as 5G, to produce publicity websites with local characteristics, and establish a virtual tourism experience window for traditional villages to provide tourists with a better experience; Actively carry out various publicity activities, give full play to the spread effect of the network by holding various preferential activities, and promote and publicize each other among netizens.VII.CONCLUSIONS This paper uses big data to crawl the points of interest of traditional villages and advanced scenic spots in Zhanjiang and combines the survey of text data to screen out 96 villages with high tourism development levels in Zhanjiang for analysis.Meanwhile, using ArcGIS, ENVI, and other software, the spatial distribution characteristics of traditional villages in Zhanjiang were analyzed.We couple with some analysis methods such as the imbalance index method, the nearest proximity index method, the coefficient of variation method, kernel density estimation, and other methods trying to figure out the deep value of the study area.Based on spatial analysis methods such as GIS superposition analysis, extraction analysis, proximity analysis, and interpolation analysis, topography, river, vegetation coverage, GDP, population, transportation, advanced scenic spots, and administrative centers were selected as the driving factors of tourism development from both geographical and human aspects, and the impact of eight driving factors on tourism development was analyzed in combination with social perception.On this basis, the scores and weights of each index are combined to establish an evaluation model for the tourism development potential of traditional villages based on TDPI, and the traditional villages with strong potential are analyzed and evaluated.Finally, on the basis of the analysis results, suggestions for the tourism development of traditional villages in Zhanjiang are put forward.This article concludes the following: Spatial characteristics analysis: In this paper, the nearest neighbor index, coefficient of variation, imbalance index, and kernel density analysis are used to analyze the spatial distribution characteristics of traditional villages in Zhanjiang.The nearest proximity index of traditional villages was calculated to be 2.68, greater than 1, and the CV value of the coefficient of variation was 12.81%, which was less than 33%, indicating that the number of traditional villages was relatively uniform and its spatial distribution type was uniform.The calculated results show that the imbalance index was 0.37 and the Lorentz curve showed an upward convex trend, indicating that the spatial distribution equilibrium degree was unbalanced.We analyzed the nuclear density of traditional villages in Zhanjiang.The results showed that the high-density areas were mostly distributed in Leizhou City, Lianjiang City, and Wuchuan City, and the distribution characteristics were point-like concentrated distribution.Analysis of tourism driving factors: The topography, river, and vegetation coverage conditions of traditional villages in Zhanjiang are good, which can enable different tourists to have different social perceptions of the natural environment of traditional villages, enhance the psychological impression of tourists, and thus improve the transmission rate of traditional village tourist attractions.However, the socio-economic conditions are weak, on the one hand, to avoid the disappearance of traditional villages in the process of urbanization so that traditional villages can be protected.On the other hand, the infrastructure of most traditional villages is not perfect.The weights of each driving factor are, from largest to smallest, as follows: per capita GDP> advanced scenic spots> rivers> topography> population> vegetation coverage> transportation location> source market.(3) Development potential analysis: the tourism development potential value of traditional villages is He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 63 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/between 3.53≤TDPI<4.91,and the development potential is divided into three levels according to the natural break point grading method: weak potential (≤TDPI<4.37),medium potential (4.37≤TDPI<4.62), and strong potential (4.62≤TDPI<4.90).Among them, there are 11 traditional villages with strong potential, 44 with medium potential, and 41 with weak potential.Traditional villages with strong potential are most distributed in Leizhou City, followed by Suixi County and Wuchuan City..

( 4 )
According to the analysis results, the following suggestions are put forward for the tourism development of traditional villages in Zhanjiang: 1) Take intangible cultural heritage as the theme to create village cultural characteristics; 2) Use the traffic network as a bridge to introduce high-level scenic spot visitors; 3) Guided by government policies to attract rural population to return; 4) Take the direction of innovation to avoid the homogeneous development of villages; 5) Use the Internet + as a platform to improve the popularity of the village.
He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 40 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/

2.2 Data Sources and Processing
He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 41 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/ He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS (6). Ru.Dev.Env.He.Re.2023 44 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/(6) He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 45 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/ He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 46 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/

Table 2
Nearest Proximity Index of Traditional Villages in Zhanjiang He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 48 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/ He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 58 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/

Table 3
Tourism Development Potential Evaluation Indicators of Traditional Villages

Table 4 Tourism
Development Potential Value and Ranking of Traditional Villages Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 59 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/There are 44 traditional villages with medium potential, accounting for 45.83% of the total; there are 41 traditional villages with weak potential, accounting for 42.7% of the total.
He et al.Analysis of Social Perception and Tourism Potential of Traditional Villages in Zhanjiang Based on Sustainability Eyes by Big Data, RS and GIS Int.Ru.Dev.Env.He.Re. 2023 60 Vol-7, Issue-5; Online Available at: https://www.aipublications.com/ijreh/Guangdong, the ancient houses of Suer Village are one of the best preserved ancient buildings.There are more than 40 ancient houses in the village, with different styles.Each alley is paved with bluestone, and most of the buildings are made of stone bricks.