Exploring Consumer Perceived Image of Traditional Villages: A Data Mining Approach Based on Online Reviews

In the era of the Internet, big data tools have facilitated the dissemination and acquisition of tourism images. This paper utilizes online review data to construct a “cognitive-affective” model to understand the issues in the construction and operation of traditional village tourism destinations in Wuyi Overseas Chinese Hometown. The analysis aims to optimize the image of tourist attractions, enhance tourism service quality, and provide strategies and suggestions for the preservation and sustainable development of traditional village-type tourist attractions. This study focuses on Zili Village in Kaiping, Guangdong Province, using Dazhong Dianping as a data source. Applying online text content analysis and using ROST CM6 software, the study explores high-frequency word features, network density, and emotional tendencies in review texts to systematically review tourists' cognitive images of Zili Village. The results indicate that tourists prioritize the cognitive image elements of the 5A-level tourist attraction Zili Village in the following order: “overall impression of the destination,” “tourism resources,” “tourism environment,” and “tourism activities.” The perceived images are mainly “destination labels,” “cultural resources,” “image cards,” and “atmosphere.” The network density presents a “core-periphery” divergent network structure, showing a positive emotional tendency towards the attraction with high recognition and overall good experience. However, there are issues in catering, accommodation, and intangible cultural heritage that need improvement. The study suggests that the future optimization of Zili Village should focus on excavating cultural resources to expand influence, developing local food and lodging industries, improving transportation facilities, and creating intangible cultural heritage experience activities, balancing commercialization and cultural preservation to promote sustainable development.