Inter-Provincial Similarities and Differences in Image Perception of High-Quality Tourism Destinations in China

With the rapid development of China’s tourism industry, the homogenization of regional tourism images has become a growing concern. To address this, this study quantifies the similarities and differences in tourism image perception across China’s 31 provinces, focusing on 350 5A-level destinations, analyzing 757,046 tourist reviews collected from Ctrip.com in 2024. Using a three-dimensional framework (cognitive, affective, and overall image), we analyze social media data through natural language processing, random forest regression, and social network analysis. Key findings include the following: (1) most comments are positive, with Jiangsu and Chongqing showing high cognitive image similarity but low overall similarity; (2) cognitive image significantly impacts affective image, especially through unique tourism resources; (3) an inter-provincial similarity–difference matrix reveals significant perceptual differences among provinces. This study provides a novel methodological approach for multidimensional image evaluation and offers crucial empirical insights for regional policy-making aimed at optimizing land and tourism resource allocation, balancing regional disparities, and promoting sustainable land use and development across China.