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: Destination imagery (DY) is the premise of the formation of destination image (DI) and a determinant of tourists ’ decision making. Mature tourists will invest more resources to participate in the decision-making process, and they rely more on DY than DI to make decisions. In this article, based on a case study of Hongcun Village in Anhui Province, the tourists ’ photos published on the tourism social media website were analyzed. First, content coding was finished in NVivo11, then UCINET6 was used for co-occurrence network analysis of the encoded node data. Finally, the DY perception of tourists of Hongcun was interpreted from two aspects of landscape elements and element combination. The results show that, natural scenery and architecture constitute the main DY elements of Hongcun under the gaze of tourists. Tourists paid the highest attention to the image of “ ink Hongcun, ” which composed of the elements such as Huizhou style folk houses and ancient village waterscape. From a spatial perspective, various landscape elements were organically combined, cultural buildings and natural scenery were equally reflected, rural landscape and ancient village community were both present, and local unique cultural elements and ancient village life picture complemented each other. Based on the case study of destination imagery analyzed using tourists ’ photos, this study interpreted the focus of tourists ’ gaze and core demands, and summarized the specific problems existing in the development and marketing of ancient village tourism in southern Anhui. The conclusions could help ancient village destinations to define their own resource protection and utilization direction, optimize the development and supply of tourism products, accurately build ancient village identity, and carry out marketing strategies.
Cao et al. (Wed,) studied this question.