Author(s)

Xiaojuan Rao ¹

Affiliation(s)

¹ School of Modern Transportation and Business, Tourism College of Zhejiang, Hangzhou, 311231, China

Corresponding Author

Xiaojuan Rao

ABSTRACT

This study explores tourism image perception based on official Douyin User-Generated Content (UGC) short videos from the Xianghu National Tourism Resort. Using content analysis, it examines both cognitive and affective dimensions of destination image. Findings reveal that the cognitive image is dominated by traditional natural landscapes, while cultural elements are notably underrepresented. The affective image is largely associated with "pleasant" emotions. Given the interdependence between cognitive and affective images, enhancing the resort's tourism image requires shifting visitor attention from natural and architectural features toward folk customs, cultural heritage, and tourism activities. Diversifying emotional expressions is also essential to foster a more comprehensive destination image.

KEYWORDS

User-Generated Content (UGC), Destination Image Perception, Cognitive Destination Image, Affective Destination Image

CITE THIS PAPER

Xiaojuan Rao, Perceiving Tourism Image through User-Generated Short Videos—A Case Study of a Chinese National Tourism Resort. Tourism Management and Technology Economy (2025) Vol. 8: 242-248. DOI: http://dx.doi.org/10.23977/tmte.2025.080130.

REFERENCES

[1] Hunt J D. (1975). Image as a factor in tourism development. Journal of Travel Research, 13(3), 1-7.
[2] Han X, Liu A L. (2019). Research content and evaluation methods of tourism perception. Tourism Tribune, 34(04), 106-118.
[3] Deng N, Zhong L N, Li H. (2018). Destination image perception based on UGC image metadata—A case study of Beijing. Tourism Tribune, 33(01), 53-62.
[4] Li J Y, Yan Y, Hu L L. (2019). Short video social perspective: Destination image and tourists' behavioral intention—A case study of Xi'an. Journal of Ningxia University (Natural Science Edition), 40(02), 176-184+190.
[5] Rao X J. (2019). Content analysis of tourism image of Songcheng Scenic Area, a benchmark of night cultural and tourism economy. Journal of Hanjiang Normal University, 39(06), 57-60.

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