Author(s)

Yao Yao ¹

Affiliation(s)

¹ University of Sydney, Sydney, Australia

Corresponding Author

Yao Yao

ABSTRACT

This study focuses on the Mount Sanqing Scenic Area as the research subject. Based on the three-dimensional "cognitive-affective-overall" model of tourism destination image, it uses online review texts as the data source. Using the Octopus software, 2127 valid reviews were crawled from Ctrip website. The ROST CM6.0 software was then employed to systematically explore and analyze the tourism image perception of Mount Sanqing Scenic Area from three aspects: cognitive image, affective image, and overall image. The results indicate that visitors' cognitive image perception of Mount Sanqing Scenic Area primarily concentrates on dimensions such as tourist attractions, tourism environment and atmosphere, tourism facilities and services, and tourism experiences. Visitors' affective image perception of Mount Sanqing Scenic Area is mainly positive, although some neutral and negative emotions exist. Negative emotions primarily stem from aspects such as "poor cable car capacity, long queue times," "poor service attitude, chaotic management," "overcrowding of tourists, severe congestion," "high ticket, food, and accommodation prices," "poor tourism facilities," "monotonous activities, lack of local characteristics," and "insufficient exploration of Taoist culture and other cultural resources." Visitors' overall image perception of Mount Sanqing Scenic Area is relatively good, with strong intentions to revisit and recommend. The research findings provide certain insights for improving the tourism image and sustainable development of Mount Sanqing and similar scenic areas.

KEYWORDS

Online reviews; Content analysis method; Mountainous scenic area; Tourism image perception; Mount Sanqing Scenic Area

CITE THIS PAPER

Yao Yao, Research on Tourism Image Perception of Mountainous Scenic Areas Based on Online Reviews: A Case study of Mount Sanqing Scenic Area, a World Heritage Site. Tourism Management and Technology Economy (2024) Vol. 7: 98-107. DOI: http://dx.doi.org/10.23977/tmte.2024.070214.

REFERENCES

[1] Lindblom A, Lindblom T, Lehtonen M J, et al. A study on country images, destination beliefs, and travel intentions: A structural equation model approach[J]. International Journal of Tourism Research, 2018, 20(1): 1-10.
[2] Hya won. Research on perception of Huangshan tourism image based on online reviews [J]. World Geography study, 2016(02): 158.
[3] Hunt J D. Image as a factor in tourism development [J]. Journal of travel research, 1975, 13(3): 1-7.
[4] Gunn C A. Vacationscape: Designing tourist regions [M]. Geography, Environmental Science. 1988.
[5] Fakeye P C, Crompton J L. Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley [J]. Journal of travel research, 1991, 30(2): 10-16.
[6] Gartner W C. Image formation process [J]. Journal of travel & tourism marketing, 1994, 2(2-3): 191-216.
[7] Baloglu S, McCleary K W. A model of destination image formation [J]. Annals of tourism research, 1999, 26(4): 868-897.
[8] Qian L, Guo J, Qiu H, et al. Exploring destination image of dark tourism via analyzing user generated photos: A deep learning approach [J]. Tourism Management Perspectives, 2023, 48: 101147.
[9] Deng Pengfei, Yu Chao, Liu Xiaojin. A review of the studies on the image of domestic tourist destinations: contents, characteristics and trends [J]. Tourism Forum, 2024, 17(03): 61-76. DOI: 10.15962/J. CNKI. Tourism Forum. 202403022.
[10] Song Zhanghai. A probe into the image of tourist destination from the perspective of tourists [j]. Journal of Tourism, 2000, 15(1): 5. DOI: Cnki: Sun: lyxk. 0.2000-01-018.
[11] Yeung Wing-tak, pak lai-ming, so Chun. A comparative study of structured and unstructured tourism destination image -- a case study of Yangshuo tourism image measurement [J]. Journal of Tourism, 2007. DOI: Cnki: Sun: lyxk. 0.2007-04-015.
[12] Yu Peng, Zhang Hongmei. A study on Korea s national image perception and tourism intention -- taking Chinese potential tourists as an example [J]. Journal of Tourism, 2016, 31(12): 14. DOI: 10.3969/J. ISSN. 1002-5006.2016.12.013.
[13] Liu Li. Perception of tourism destination image and tourist travel intention: a comprehensive study based on the perspective of film and television tourism [J]. Journal of Tourism, 28(9): 12. DOI: 10.3969/J. ISSN. 1002-5006.2013.09.007.
[14] Lu Xingkuan, Yan Lu. A study on the perception of tourism image of mountain scenic spots based on web text analysis -- taking Tianmen Mountain National Forest Park in Zhangjiajie as an example [J]. Journal of Hebei Vocational College of Tourism, 2023, 28(03): 25-32.
[15] Han Xue, Zhao duoping, Luo Jiao Sheng, etc. Research on image of mountain tourism destination based on UGC data analysis -- taking Mount Lu as an example [J]. Ningxia engineering technology, 2024, 23(01): 85-91.
[16] Nian S, Liu F, Chen M, et al. Satisfaction of Tourism Communities in World Heritage Sites Based on Residents' Perceptions—Study Area of Mount Sanqingshan National Park, PRC[J]. Sustainability, 2022, 15(1): 533.
[17] Berelson B. Content analysis in communication research [J]. Media studies: A reader, 2000, 200209.
[18] Alarcón-Urbistondo P, Rojas-de-Gracia M M, Casado- Molina A. Proposal for employing user-generated content as a data source for measuring tourism destination image[J]. Journal of Hospitality & Tourism Research, 2023, 47(4): 643-664.
[19] Baloglu S, Brinberg D. Affective images of tourism destinations [J]. Journal of travel research, 1997, 35(4): 
[20] Guo X, Pesonen J A. The role of online travel reviews in evolving tourists' perceived destination image [J]. Scandinavian Journal of Hospitality and Tourism, 2022, 22(4-5): 372-392.

Sponsors, Associates, and Links

---

• Information Systems and Economics
  
  
• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Accounting and Corporate Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Manufacturing and Service Operations Management
  
  
• Operational Research and Cybernetics