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Analyzing Tourist Perception of Heritage Destinations Using Semantic Network and Sentiment Analysis

In: Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026)

Author

Listed:
  • Huajun Zheng

    (Guangzhou Vocational University of Science and Technology)

  • Xin Lin

    (Guangzhou Vocational University of Science and Technology)

  • Yuanlin Wu

    (Guangdong Mechanical and Electrical Polytechnic)

Abstract

Using user-generated online reviews, this study examines tourists’ cognitive and affective perceptions of Shawan Ancient Town, a representative Lingnan heritage destination in southern China. Based on 3,407 reviews collected from major Chinese travel and social media platforms between 2022 and 2025, the analysis integrates word frequency analysis, semantic network analysis, and sentiment analysis. The results show that tourists’ perceptions are centered on cultural–historical attributes, with heritage architecture and cultural atmosphere forming the cognitive core, while experiential and consumption-related elements are closely interconnected. Overall emotional evaluations are predominantly positive, whereas negative sentiments mainly relate to commercialization intensity, pricing, crowding, and management issues. By combining perception structure analysis with affective evaluation, this study extends heritage tourism research to Lingnan ancient towns and provides practical insights for balancing cultural preservation and tourism development.

Suggested Citation

  • Huajun Zheng & Xin Lin & Yuanlin Wu, 2026. "Analyzing Tourist Perception of Heritage Destinations Using Semantic Network and Sentiment Analysis," Advances in Economics, Business and Management Research, in: Joanna Rak & Md Rabiul Islam & Noralina Omar & Dragana Ostic (ed.), Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026), pages 833-846, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-701-9_86
    DOI: 10.2991/978-94-6239-701-9_86
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