A Study on the Perception of Destination Image of Myeong-dong, South Korea by Chinese Tourists: Based on Network Text Analysis

With the rapid development of communication technology, online reviews have become an important channel to obtain the perception of destination image.From this point of views, this current study investigated Chinese tourists' perception of tourism image in Myeongdong; and Chinese tourists' overall perception and emotional evaluation of Myeongdong tourism.Also, this study was based on web crawler technology to obtain online reviews of Chinese tourists as an analytical text.To understand the Chinese tourists' perception of Myeongdong destination image, based on cognitive-emotion theory, Rost Content Mining 6 software is used for high-frequency words analysis, semantic analysis and emotion analysis.A total of 730 tourist reviews were posted by online reviews of Myeong-dong in Korea from the Ctrip, Mafengwo, Tongcheng, and Qunar sites between January 1, 2019 and September 1, 2023.After removing redundant and incorrect information unrelated to the topic, a total of 668 network review texts were finally obtained.It is found that shopping paradise is the image of Mingdong perceived by tourists, which is embodied in four dimensions: leisure and entertainment, environmental atmosphere, facilities and services, and experience evaluation.Among them, shopping is the category of tourists' most profound perception and most concentrated positive emotion.The negative feelings are mainly reflected in the aspects of single experience activity, low cost performance, and many people queuing up.Limitations and future research directions of the study were also discussed.