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

Destination marketing organizations (DMOs) for the Zhenjiang section of the Grand Canal (ZGC) predominantly emphasize shipping traffic while downplaying its literary and artistic heritage. A network content analysis of WeChat official accounts revealed that cognitive images focus heavily on river courses and water transport, with positive but underrepresented emotional imagery. The study also identified a strong nostalgic characteristic in the ZGC's brand image, suggesting opportunities to enhance promotion around Song Dynasty heritage sites and river-related areas. These findings provide actionable insights for strengthening the ZGC's online presence and brand construction from a supply-side perspective.

Yang, Y., Sha, C., Su, W., & Donkor, E. K. N. (2022). Research on Online Destination Image of Zhenjiang Section of the Grand Canal Based on Network Content Analysis. Sustainability, 14(5), 2731. https://doi.org/10.3390/su14052731