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Research on Online Destination Image of Zhenjiang Section of the Grand Canal Based on Network Content Analysis

Yan Yang (), Chunfa Sha (), Wencheng Su () and Edwin Kofi Nyefrer Donkor ()
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Yan Yang: School of Art, University of Jiangsu, Zhenjiang 212013, China
Chunfa Sha: School of Art, University of Jiangsu, Zhenjiang 212013, China
Wencheng Su: Institute of Science and Technology Information, University of Jiangsu, Zhenjiang 212013, China
Edwin Kofi Nyefrer Donkor: School of Art, University of Jiangsu, Zhenjiang 212013, China

Sustainability, 2022, vol. 14, issue 5, 1-20

Abstract: The Zhenjiang section of the Grand Canal (ZGC) is an important part of the Grand Canal, which was listed on the World Heritage List in 2014. The purpose of this study is to analyze the projected image of the ZGC constructed by destination marketing organizations (DMO) in the WeChat official account (WOA) by using the network content analysis method to condense the image features of the ZGC on the Internet and to provide support for the brand image construction of the ZGC from the supply side. The results show that: (1) DMO pay more attention to the shipping traffic and generate less publicity regarding the literature and art of the ZGC; (2) the cognitive images that are widely promoted are river course and water transport; the emotional images in high-frequency words are less involved but are positive as a whole; (3) the brand image of the ZGC has a strong nostalgic characteristic; (4) more attention should be paid to the heritage sites in the Song Dynasty and near the river course and river outlet.

Keywords: online destination image; network content analysis; Zhenjiang section of the Grand Canal; cultural heritage; DMO; WOA (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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