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

DOI

10.2991/978-94-6463-256-9_22How to use a DOI?

Keywords

RV camp; Network text analysis; Image perception

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Huili Yao
AU  - Shuqin Hao
PY  - 2023
DA  - 2023/10/09
TI  - Research on Brand Image Perception of RV Camp Based on Web Text Analysis—A Case Study of Tuju RV Camp in Huangshan
BT  - Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023)
PB  - Atlantis Press
SP  - 218
EP  - 226
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-256-9_22
DO  - 10.2991/978-94-6463-256-9_22
ID  - Yao2023
ER  -