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Research on Brand Image Perception of RV Camp Based on Web Text Analysis—A Case Study of Tuju RV Camp in Huangshan

In: Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023)

Author

Listed:
  • Huili Yao

    (Jiangsu University of Science and Technology, School of Economics and Management)

  • Shuqin Hao

    (Jiangsu University of Science and Technology, School of Economics and Management)

Abstract

As a burgeoning tourism destination, the brand image perception of RV campsites requires in-depth research. Based on the “cognitive-affective” model and using network text analysis, this study collected effective travelogues and reviews from five major OTA platforms as research data to analyze the brand image perception of Huangshan Tuju RV campsite. The study found that: (1) the cognitive image of this RV campsite can be divided into five categories: natural environment, supporting facilities, leisure and entertainment, management services, and travel companions; (2) consumers’ perception of the brand image of the RV campsite exhibits a core-periphery structure; (3) overall satisfaction with the brand image of the RV campsite among tourists is relatively high.

Suggested Citation

  • Huili Yao & Shuqin Hao, 2024. "Research on Brand Image Perception of RV Camp Based on Web Text Analysis—A Case Study of Tuju RV Camp in Huangshan," Advances in Economics, Business and Management Research, in: Suhaiza Hanim Binti Dato Mohamad Zailani & Kosga Yagapparaj & Norhayati Zakuan (ed.), Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023), pages 218-226, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-256-9_22
    DOI: 10.2991/978-94-6463-256-9_22
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