Author(s)

Chen Qi ¹

Affiliation(s)

¹ Design Innovation Center, China Academy of Art, Hangzhou, Zhejiang, China

Corresponding Author

Chen Qi

ABSTRACT

This study employs text mining methods to analyze 961 user-generated posts on the Xiaohongshu platform, exploring tourists' perceptions of Huangshan cultural and creative products and providing optimization suggestions. The research first collects relevant text data and utilizes ROST CM6 for high-frequency word analysis, semantic network construction, and sentiment analysis to identify tourists' core needs and emotional tendencies. The findings indicate that while tourists highly appreciate the cultural elements and design of Huangshan's cultural and creative products, issues such as limited innovation, restricted sales channels, and suboptimal user experience persist in the market. To address these challenges, this paper proposes three optimization strategies: enhancing cultural expression and deepening the integration of Huizhou heritage, expanding sales channels to improve market accessibility, and enhancing interactive experiences to strengthen cultural immersion.

KEYWORDS

Text mining; online text analysis; tourist perception; Huangshan cultural and creative products

CITE THIS PAPER

Chen Qi, Research on Visitor Perception of Huangshan Cultural and Creative Products Based on Text Mining. Media and Communication Research (2025) Vol. 6: 44-51. DOI: http://dx.doi.org/10.23977/mediacr.2025.060207.

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