A Comparative Study on Destination Images of the Grand Canal under Multivariate Data:A Case Study based on Media Data of Hangzhou Section

DUAN Dongmiao; WU Dongfan; CHEN Hui

doi:10.3969/j.issn.1000-0232.2025.09.007

Abstract：By the tenth anniversary of the Grand Canal's successful application for World Heritage listing in 2014,the Hangzhou section of the canal,which showcases the charm of the Jiangnan water towns and the canal's heritage,had become a key carrier for urban cultural revitalization and the reshaping of tourism spaces.Here,one can see urban renewal integrating with cultural tourism.The Hangzhou section is in the strategic transition phase from heritage protection to value activation.However,it suffers from didactic interpretation,misalignment between public perception and official narratives,and poor interaction with heritage communities.It must,therefore,seek more effective ways to communicate its heritage value to the public. This study defines the term"destination image".which has evolved from a concept to a theory,to marketing,to digital reconstruction,as the integrated representation of a destination's resources,facilities,and cultural environment.It not only covers the projected image created by official interpretation but also the perceived image formed in the mind of the public.The composition dimensions of a destination image reflect the formation process of comprehensive performance.Hence,studying destination image and its composition dimensions is conducive to the systematic evaluation of the differences and interactions between projected and perceived images.It explores the path to a consistent tourism image. As a key means of forming the image of cultural heritage tourism destinations,heritage interpretation plays a vital role in expressing the heritage value of the Grand Canal.This is conducive to sustainable cultural tourism centered on conserving cultural heritage. The study used content analysis and MicroWord cloud tools to identify high-frequency terms and social network structures based on media data from official WeChat accounts and tourism websites related to the Hangzhou section.Thematic clustering was completed,and an 8-dimensional model of destination image components was built.Meanwhile,the spatiotemporal distribution features of canal-heritage information were explored using the spatiotemporal analysis method.The landscape preference and behavioral logic of tourists were disclosed by combining visual content analysis and trajectory analysis.The model was then verified through a questionnaire.The study also analyzed differences between officials and the public in high-frequency elements,emotional tendencies,and overall cognition,recognizing differences and similarities between projected and perceived images,as well as influencing factors.The study presents optimization strategies based on its key findings:(1)The projected image emphasizes the"enduring millennial Grand Canal".while the perceived image highlights the"distinctive waterways with vibrant night tourism".(2)Official narratives focus on emblematic heritage,while immersive spatial atmosphere is the key to visitor perception.(3)"Tourist attraction"is the most important dimension of the overall image. The projected image enhances tourism imagery for potential visitors,while the perceived image strengthens public trust and strategic optimization.Both images promote the communication and recognition of the cultural heritage of the Grand Canal.As a result,the Grand Canal has become a cultural and tourism symbol for Hangzhou.To promote image consistency and interpret heritage properly,the following suggestions are proposed:(1)build"narrative spaces"and multi-stakeholder collaborative communication mechanisms.(2)develop a"symbol recognition"system to facilitate smart tourism governance.(3)improve regional and inclusive interpretation systems to foster community co-creation. The research systematically explores differences in a destination image and its dimensions,deepening the understanding of urban canal heritage characteristics.It also identifies key factors influencing image construction of the canal,offering some practical references to establish the destination image of the canal and interpret its cultural heritage. Big Data provides more comprehensive empirical support for the study of destination image,enhancing the validity and scientificity of the research and offering empirical references for creating images of cities along the Grand Canal.However,this study has some limitations:there is insufficient sample data from WeChat accounts,and public comments have high noise.The questionnaire design also requires further improvement.