Tourists’ perceptual presentation of national forest park——A case study of Wujin mountain national forest park

Abstract

ABSTRACT Tourists’ perceptions are always presented in a certain way, and social media platforms play a role in this regard. Using Rost and Nvivo for frequency extraction and multiple encoding, we analysed social media comments about the Wujin Mountain National Forest Park. The results reveal five types of perceived tendencies: “complaint suggestion”, “emotion express”, “consulting description”, “travel experience description”, and “value judgment”; and three kinds of platform features, one being “consulting–travel experience”, the other two, namely “value judgment–positive value” and “self-expression–complaint”.There are three categories of perceptual content: tourism resources are the most, followed by experience evaluations and traffic information. Presentation in social media is the basic demand of tourists; the National Forest Park perception is still at the entertainment level and the ecology of forests has not been highlighted. Communitas is not only reflected in the activity, but also on media platforms, and ultimately shapes the overall image of the National Forest Park. We hope that this study can provide suggestions for innovative development of the National Forest Park.