Coupling Relationship Between Tourists’ Space Perception and Tourism Image in Nanxun Ancient Town Based on Social Media Data Visualization

From the perspective of social media data, this study investigates the coupling relationship between tourists’ spatial perception and tourism image in traditional old urban areas. Using Nanxun Ancient Town as a case study, this paper reveals the interaction and mutual influence between tourists’ perception of space and tourism image in the development of traditional ancient town tourism. We employed Python 3.13.0 to gather 10,789 valuable comments from tourists from Dianping 11.35.3, Ctrip 8.78.4, and Mafengwo 11.2.6. Mini Tag Cloud software is used to analyze the text data, systematically classify the cognitive image of tourists, and identify negative emotional factors. This paper constructs a four-dimensional landscape spatial perception evaluation system centered on “high-frequency words”, “perceptual dimensions”, “semantic networks”, and “emotional tendencies”. The key findings are as follows: (1) Tourists’ spatial perception exhibits pronounced characteristics of subjective preference and emotional attachment influenced by emotional factors. Overall, tourists exhibited positive emotional perceptions, with 59.51% positive emotions, 21.16% neutral emotions, and 19.33% negative emotions. (2) The perception of Nanxun Ancient Town’s tourism image can be summarized into four dimensions. Here are the dimensions in order of how important they are: historical culture and folk heritage (34.18%), perceptions of natural landscape and architectural style (31.03%), perceptions of tourism services and facilities (18.37%), and psychological identity and emotional interaction (16.42%). (3) Tourism image reciprocally influences tourists’ spatial perception. A positive tourism image is anticipated to encourage tourists to explore the spatial details of the ancient town more deeply, enhancing their positive spatial perception and experience. There exists a coupling relationship between tourists’ spatial perception and tourism image. (4) Key aspects of tourists’ perception of Nanxun Ancient Town include its historical and cultural significance, as well as commercialization. Future studies could focus on tourists’ spatial perception and tourism destination brand image building, and tourism policy makers should pay attention to tourists’ perception of Nanxun Ancient Town’s history, culture and commercialization, and use the coupling of the two to improve development and service policies.