Research on the Tourism Image Perception of Harbin Ice and Snow World: An Analysis based on Online Texts

Ice and snow tourism is a key city branding element for Harbin, with Harbin Ice and Snow World being a world-class ice and snow cultural theme park. It has become the preferred winter tourist destination for both domestic and international visitors. This study adopts a combined quantitative and qualitative content analysis approach, utilizing ROST CM 6 software to mine and analyze visitor review texts, exploring the tourism image perception of Harbin Ice and Snow World and its emotional tendencies. The results show that tourists’ perceptions are multidimensional, mainly reflected in four aspects: ice and snow landscape, entertainment experience, cultural connotation, and overall impression. This study proposes several recommendations for improvement, including optimizing service facilities, enriching interactive projects, formulating precise marketing strategies, and enhancing the display of cultural connotations, aiming to improve the visitor experience, strengthen emotional identity, and promote the sustainable development of Harbin Ice and Snow World in a highly competitive market.