Research on Online Destination Image of Zhenjiang Section of the Grand Canal Based on Network Content Analysis

Yan Yang,Edwin Kofi Nyefrer Donkor,Chunfa Sha,Wencheng Su

doi:10.3390/su14052731

Yan Yang, Edwin Kofi Nyefrer Donkor + Show 2 more

Open Access

https://doi.org/10.3390/su14052731

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Abstract

The Zhenjiang section of the Grand Canal (ZGC) is an important part of the Grand Canal, which was listed on the World Heritage List in 2014. The purpose of this study is to analyze the projected image of the ZGC constructed by destination marketing organizations (DMO) in the WeChat official account (WOA) by using the network content analysis method to condense the image features of the ZGC on the Internet and to provide support for the brand image construction of the ZGC from the supply side. The results show that: (1) DMO pay more attention to the shipping traffic and generate less publicity regarding the literature and art of the ZGC; (2) the cognitive images that are widely promoted are river course and water transport; the emotional images in high-frequency words are less involved but are positive as a whole; (3) the brand image of the ZGC has a strong nostalgic characteristic; (4) more attention should be paid to the heritage sites in the Song Dynasty and near the river course and river outlet.

Highlights

Academic Editors: FlávioIn recent years, cities along the Grand Canal have become some of the hot spots in tourism research
Cities along the Grand Canal have become some of the hot spots in tourism research
Zhenjiang is located at the intersection of the Yangtze River and the Grand Canal

Summary

Introduction

Academic Editors: FlávioIn recent years, cities along the Grand Canal have become some of the hot spots in tourism research. The Jiangsu section of the Grand Canal where the ZGC is located has a large number, complete types and high density of cultural and tourism resources. Whether marketing of the online destination image is successful or not, it affects tourists’ evaluation of cultural heritage scenic spots and their willingness to visit [5]. In this case, the research on the online destination image of the ZGC has not attracted much attention from academia and industry. The characteristics of related cultural heritage scenic spots are unclear and not well known. They lack core competitiveness compared with surrounding cities

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