How to Brand Harbin as an All-Season Destination—Exploring Online Texts from a Visitor's Perspective

In the mass tourism era, the rising demand for personalized and high-quality experiences necessitates a distinct urban tourism image. This study examined tourists' perceptions of Harbin during non-ice and snow seasons using network text analysis within the “cognitive-emotional-overall” framework and a ROST content mining tool. Our analysis of travelogues revealed that Harbin is seen as an exotic, culturally rich destination, yet tourists have limited awareness of its natural resources. While overall emotional responses from tourists were positive, facilities and services received some criticism. The views of tourists were primarily focused on popular urban sites, highlighting the need for diversification. This study contributes to the theoretical discussion on the formation of the city's tourism image and suggests strategies that will allow Harbin to transition from a season-specific tourism model to a year-round tourism model, thereby enhancing its four-season destination brand in terms of infrastructure, industry innovation and market management.