Image Study on Rurality of Tourist Villages Based on Tourism UGC Analysis： A Case of Shuhe Ancient Town, Lijiang, China

Purpose - This study aims to comprehensively explore tourists' direct perceptions of rural tourism destinations and to accurately measure the image of rurality in rural tourism.Design, data, and methodology - Through the UGC data, the text was analyzed using algorithms such as TF-IDF, SnowNLP, and LDA to explore the image perception of rurality in terms of cognitive image, affective image, and conative image.Result - Tourists' cognitive image of rural tourist places covers multiple topics such as land mark places, rural atmosphere, rural characteristics, tourism activities, and the affective image of tourists is dominated by positive emotions. The conative image includes as place and transportation, local characteristics, tourism experiences, evaluations, and rural charm.Conclusions - Rurality features such as culture, landscape and atmosphere of the rural areas have become key elements in shaping tourists' image of rural tourism. However, issues like over-commercialization, overcrowded tourism spots can negatively affect this image. Therefore, it is very important to solve these problems and providing a better travel experience to enhance the overall image of rural tourism.