Integrating Text Mining into Tourism Destination Image Studies: Evidence from Zhanjiang_Vol. 3 No. 2 (JNME 2026)_Journal of New Media and Economics (ISSN: 3005-5725)

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Integrating Text Mining into Tourism Destination Image Studies: Evidence from Zhanjiang

DOI: https://doi.org/10.62517/jnme.202610201

Author(s)

Yunqiao Chen*,#, Wenfeng Li#

Affiliation(s)

School of Foreign Studies, Lingnan Normal University, Zhanjiang, Guangdong, China *Corresponding Author #Co-first Author

Abstract

Digital media have transformed the ways in which tourism destination images are constructed and communicated. Taking Zhanjiang as a case study, this paper explores the projected and perceived images of a second-tier coastal tourism city across different media platforms. Data were collected from the WeChat Official Account Zhanjiang Tourism and from user-generated content on Ctrip and Xiaohongshu (Rednote). Using KH Coder, the study applies co-occurrence network analysis to compare the thematic structures of official and social media discourses. The findings show that official media construct Zhanjiang as an integrated coastal tourism destination, while tourists’ perceived images are more experience-oriented and platform-specific. The study suggests that official destination marketing should better incorporate tourists’ experiential concerns.

Keywords

Tourism Destination Image; Coastal Tourism; Text Mining; Zhanjiang

References

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