Qiantang River (Hangzhou section) leisure tourist area planning based on traditional ancient poetry and modern urban imagery: netnographic methods and natural language processing analysis

Abstract

Urban imagery is an urban landscape planning and design issue of the urban visual form, which affects tourists’ perceptions and experiences. This article uses the Qiantang Poetry Road Cultural Belt in Zhejiang, China, as a case study, focusing on the urban imagery and modern urban imagery of traditional Chinese poetry. Through comprehensive natural language processing analysis of ancient poetry and modern social media comments on various attractions in the Qiantang River tourist area, this study refines the comparison of evaluation factors and emotional expressions between different attractions. The researchers focused on exploring a set of leisure tourism area planning methods that are orderly, hierarchical, readable, and cultural, with the aim of enhancing the characteristics of the Poetry Road Cultural Belt. This study revealed the following: (1) In the subject-word analysis, in the theme of “ancient poetry”, the numbers of keywords related to “nature” and “emotion” are the largest, accounting for 30% and 25%, respectively. Among the modern social media topics, the “travel” and “time” categories occupy dominant positions, accounting for 40% and 20%, respectively, which reflects the emphasis on leisure activities and changes in time perception in modern society. (2) Gu Shan (Solitary Hill) Park significantly demonstrates its status as a highlight among tourists with its prominent positive emotion ratio (73.27%). Yaoling Cave shows that its natural beauty is very attractive to tourists, with a positive emotion ratio of 52.53%, indicating that beautiful natural scenery and a peaceful environment are the most important elements attracting tourists. (3) In addition, cultural and religious attractions such as Lingyin Temple and Guangfuchan Temple also received a high proportion of positive emotions (49.61% and 51.05%, respectively), reflecting tourists’ recognition and appreciation of the profound cultural connotations of these locations.

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