Potential of online travel reviews argument analysis for the management of natural heritage sites: the case of Jiuzhaigou National Park, China

Abstract

Online Travel Reviews (OTR) have become an important factor in the choice of a tourism destination. Meanwhile, they can also be employed to assess tourists' perceptions of a certain destination or attraction. Analysing OTRs is, thus, a "listening" activity that allows access to visitors' impressions, with several implications for the management and promotion of a heritage site. OTRs might enhance the connection between visitors and heritage. On the one hand, OTRs allow prospective tourists to plan their visit in advance and make informed decisions. On the other hand, OTRs can provide heritage managers insights to improve the site's management on the basis of visitors' feedbacks. This chapter reports a study that analysed a sample of OTRs of Jiuzhaigou National Park, a well-known natural World Heritage Site in China, to examine the main arguments used by visitors when commenting about their experience at the park. A method based on techniques of discourse analysis was employed, which allows identifying, understanding, and comparing the arguments put forward to recommend or to discourage a visit to the site. Differences between domestic and international visitors are discussed, as well as tourists' perceptions of environmental-friendly solutions implemented in the park.