Visual Analysis of Social Media Data on Experiences at a World Heritage Tourist Destination: Historic Centre of Macau

Tourists' perceptions of the Historic Centre of Macao, a UNESCO World Heritage site, reveal a destination characterized by authenticity, romance, and commercialization, blending dynamism with tranquility and tradition with modernity. A study analyzing social media data from platforms like Ctrip and Mafengwo identified four primary dimensions shaping tourist experiences: cultural (16.02%), landscape (30.85%), emotional (16.97%), and local (36.16%). While 85.45% of sentiments were positive, recurring negative themes included overcrowding, high prices, lack of interactive attractions, excessive commercialization, and insufficient rest facilities. These insights provide actionable guidance for sustainable tourism development in Macau, balancing heritage preservation with visitor satisfaction.

Jia, M., Feng, J., Chen, Y., & Zhao, C. (2024). Visual Analysis of Social Media Data on Experiences at a World Heritage Tourist Destination: Historic Centre of Macau. Buildings, 14(7), 2188. https://doi.org/10.3390/buildings14072188