Research on destination image perception of Fujian Tulou World Heritage Site based on online visitors’ reviews

The booming development of tourism and the emergence of travel sharing platforms have introduced new perspectives and methodological innovations to the study of destination image perception for architectural heritage tourist attractions. From the tourists’ perspectives, this study aims to explore the situation of domestic tourists’ destination image perception of Tulou World Heritage Site in Fujian. The Octopus Collector was used to collect tourists’ comments and related information from the Ctrip website and ROST CM6 to conduct an in-depth analysis of tourists’ online comments from three dimensions: tourists’ behavioral characteristics, tourists’ perception of destination image of tourist attractions, and destination image emotion. The findings indicate that tourists generally hold positive evaluations of the architectural aesthetics and historical significance of Tulou, but also express negative sentiments toward the service management, infrastructure and characteristic qualities of the scenic spot. Based on the results, this paper proposes to optimize the management of passenger flows, strengthen the protection of Tulou architectures, enhance the display of folklore and other aspects of recommendations. This study not only provides empirical support for the sustainable development and tourism management of Fujian Tulou world heritage sites but also provides valuable insights for shaping and promoting other architectural heritage tourist destinations.