Exploring Public Perceptions of Tourist Attractions Related to the Suzhou Section of the Grand Canal: A Perspective from Social Media Reviews and Semantic Networks

The Grand Canal in China, as a UNESCO World Heritage Site, has received great attention for the revitalization and utilization of its rich cultural heritage. Previous studies have predominantly focused on the tourism preferences and values of tangible and intangible resources while often neglecting a more holistic understanding of public perceptions. Analyzing public perceptions of tourist attractions helps clarify their evolving role in the cultural tourism market from the demand side. This study examined this issue based on complex network theory, social media reviews, and semantic network analysis. It identified hotspots in relevant reviews, examined the overall characteristics of the social cognitive image, and analyzed public perceptions through four types of semantic networks based on natural language processing. This study demonstrates a novel approach to policy implication in the regeneration and utilization of cultural heritage.