Research on destination image perception of Fujian Tulou World Heritage Site based on online visitors’ reviews

Tourists generally hold positive evaluations of the architectural aesthetics and historical significance of Fujian Tulou World Heritage Site, but express negative sentiments toward service management, infrastructure, and characteristic qualities. The study used Octopus Collector to gather online reviews from Ctrip and ROST CM6 for in-depth analysis across three dimensions: behavioral characteristics, destination image perception, and emotional responses. Findings highlight the need for optimized passenger flow management, stronger architectural protection, and enhanced folklore displays to support sustainable tourism development. This research provides empirical insights for managing and promoting Fujian Tulou while offering broader implications for other heritage sites.

Chen, Y., Chen, D., & Zhong, Z. (2025). Research on destination image perception of Fujian Tulou World Heritage Site based on online visitors’ reviews. Journal of Asian Architecture and Building Engineering, 1–14. https://doi.org/10.1080/13467581.2025.2568213