Event image of rural football tourism in Guizhou: text mining and theme modeling of user-generated content

This study, based on user-generated content from the Zhihu platform, delves into public perceptions and core concerns regarding Cunchao, a rural football league in China. Through TF-IDF keyword extraction and LDA topic modelling, a systematic analysis of question-and-answer texts was conducted. The results reveal that public attention and cognition towards Cunchao focus on three core dimensions. First, the need to balance the folk autonomous nature of Cunchao with the boundaries of official intervention. Second, the exploration of long-term sustainable development paths for Cunchao. Third, the public’s disappointment with professional football and their earnest expectations for grassroots football cultivation.This research fills the gap between existing macro studies and micro practices, providing theoretical support and practical references for the sustainable development of rural event tourism.