ABSTRACT As China's tourism sector evolves in the digital age, it is increasingly necessary to leverage user‐generated content (UGC) from online platforms for research, education, and management. This study reports a practical teaching intervention involving 106 undergraduate tourism students who manually coded 991 reviews of 18 national 5A‐Class scenic tourist spots from Ctrip. Guided by grounded theory's three‐stage coding process, the analysis yielded seven key themes, 31 categories, and 389 concepts reflecting tourist perceptions. Negative feedback focused on crowding, access, service, and pricing, while positive reviews highlighted esthetics, culture, and entertainment. Educationally, the exercise enhanced student competencies in digital marketing research and qualitative analysis. Theoretically and managerially, the study presents an empirically grounded framework for evaluating scenic spot quality from the tourist perspective, offering insights for both curriculum innovation and destination management strategies.
Liu et al. (Sat,) studied this question.
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