Author(s)

Yao Yao ¹

Affiliation(s)

¹ University of Sydney, Sydney, Australia

Corresponding Author

Yao Yao

ABSTRACT

Using 3,227 photographs posted by Xiangshan tourists on Ctrip as analytical material, this study employs NVivo 11.0 software, combined with photo analysis method, grounded theory method, and kernel density analysis to examine tourist behavior in Xiangshan. The research findings reveal: In terms of travel preferences, tourists primarily travel with family (especially parent-child groups) and friends. Tourists generally exhibit a joyful mood during their travels. They show strong interest in Xiangshan's natural landscapes, such as beaches, the sea, and sunsets, as well as cultural attractions like the Hui-style architecture in Shipu Ancient Town and folk cultural events such as the China Fishing Festival. Tourists greatly enjoy and aspire to the quiet, leisurely, and comfortable slow-paced lifestyle of Xiangshan. They have a unique fondness for Xiangshan's cuisine and are enthusiastic about experiencing marine activities like sailing. Additionally, tourists display curiosity about the lives of local fishermen. Temporally, Xiangshan tourism exhibits distinct seasonality, with travel times primarily concentrated during the summer vacation period from June to August. Spatially, tourism hotspots are mainly linked by the eastern coastline, presenting an overall "dispersed yet locally clustered" uneven distribution pattern. Tourists' perception of traditional villages and other scenic areas is relatively weak. Based on these findings, this study proposes tourism development optimization strategies, including: intensifying promotional efforts through new media marketing to increase the visibility of niche attractions; enhancing the differentiated development of tourism products to promote year-round tourism and optimize temporal distribution patterns; strengthening the exploration of resources in niche scenic spots; and reinforcing joint marketing efforts with high-profile attractions.

KEYWORDS

Tourist Behavior; Photo Analysis Method; Tourist Preferences; Spatiotemporal Characteristics; Xiangshan Coastal Tourism

CITE THIS PAPER

Yao Yao, I Photograph, Therefore I Am: A Study of Tourist Behavior in Xiangshan Coastal Tourism Based on Photo Analysis Method. Tourism Management and Technology Economy (2024) Vol. 7: 50-60. DOI: http://dx.doi.org/10.23977/tmte.2024.070306.

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