Multimodal analysis of the destination image of traditional villages based on tourist comments and photos: the case of Hongcun, China

Purpose User-generated content (UGC) plays a crucial role in sharing tourist experiences and shaping destination image (DI), significantly influencing tourist destinations’ cognitive and affective evaluations. This study aimed to systematically analyze the DI of traditional villages, focusing on Hongcun, to enhance its attractiveness and sustainable development. Design/methodology/approach This study used multimodal technology to analyze Hongcun’s DI by integrating textual and visual data from UGC. Sentiment analysis and topic modeling were applied to extract insights from tourist comments, whereas photo analysis was adopted to explore the representation of key visual elements. This comprehensive approach revealed the multidimensional characteristics and evolving trends of Hongcun’s DI. Findings The results demonstrate that natural landscapes, distinctive architecture and cultural symbols are pivotal in attracting tourists. Since 2020, sentiment scores concerning business atmosphere and service quality have declined, reflecting growing dissatisfaction with ticket prices and local cuisine. In addition, although comments predominantly focused on emotional expressions and service evaluations, photos emphasized the aesthetic appeal of Hongcun’s natural and cultural settings. Originality/value This study introduces an innovative multimodal approach to DI analysis that integrates textual and visual data to comprehensively understand traditional villages. These findings contribute to DI research and offer practical insights for optimizing tourism management and enhancing tourist satisfaction in rural and cultural tourism.