A STUDY OF CHINESE TOURISTS' PERCEPTION OF GASTRONOMIC TOURISM IN UZBEKISTAN IN THE CONTEXT OF "ONE BELT, ONE ROAD". A WEB CONTENT ANALYSIS BASED ON DIANPING.COM

Based on the background of “One Belt, One Road”, this study takes the online reviews of Chinese tourists on Uzbekistan's gastronomic tourism on Dianping.com as the data source, and applies the text content analysis method to explore the Chinese tourists' Gastronomic Tourism in Uzbekistan through high-frequency word analysis, semantic network analysis and sentiment analysis. It was found that Chinese tourists' perceptions of Uzbekistan's gastronomic tourism focused on five aspects: gastronomic products, gastronomic services, gastronomic environment, tourist destinations and tourists' perceptions. Semantic network analysis shows that tourists' evaluations of gastronomic tourism present a “core - edge” hierarchical structure, with restaurants as the central node in the core layer, covering keywords such as food variety and gastronomic quality; the edge layer involves vocabulary related to tourism infrastructure and landmarks. Sentiment analysis shows that tourists' positive sentiments are dominant (86.96%), and negative sentiments mainly stem from the discomfort of dietary differences and poor service. Based on the results of the study, suggestions are made to create specialties, optimize the restaurant experience, improve the supporting services of gastronomic tourism and expand the promotion strategy, aiming to help Uzbekistan to improve the quality of gastronomic tourism products and services, promote the development of local tourism, and at the same time, provide a new perspective for the study of cross-cultural gastronomic tourism in the countries along the “One Belt, One Road” and an empirical basis. It also provides new perspectives and empirical evidence for the study of intercultural gastronomic tourism in countries along the “Belt and Road”.