A Comparative Study of the Projected and Perceived Images of Shaanxi's Tourist Destinations from the Perspective of Gaze
This study adopts a gaze perspective to analyze the official Weibo promotions of tourist destinations in Shaanxi Province and tourists'comments on the international travel website Trip Advi-sor.By employing content analysis and social network analysis,the research categorizes high-frequen-cy words,conducts social semantic network analysis,and performs sentiment analysis on the textual da-ta.The findings show that:(1)the discrepancies between the official promotion and tourist perception of Shaanxi's tourism image are minimal in the category of"tourist attractions"and most significant in the category of"tourism facilities and services";(2)the official promotion network is characterized by a central focus on"Shaanxi"with relatively few and distinct peripheral nodes,while the network of for-eign tourists'perceptions exhibits multiple cores with more peripheries and notable differences;(3)the foreign tourists'responses to Shaanxi's tourist attractions are predominantly positive,with negative emotions stemming from aspects such as tourism facilities and services,and tourism experiences.Based on the research findings,suggestions are made for the future development of tourist attractions,including the integration of cultural and natural landscape promotion resources,the initiation of cross-regional tourism cooperation,the establishment of links between attractions,and the establish-ment of a tourism service quality supervision mechanism.These recommendations provide a deci-sion-making basis for the quality development of the tourism industry in Shaanxi Province.
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