Destination image analysis and marketing strategies in emerging panda tourism: a cross-cultural perspective

Figures & data

Figure 1. Research framework.

Figure 2. LDA model structure.

Figure 3. Perplexity curve for English reviews.

Figure 4. Perplexity curve for Chinese reviews.

Figure 5. Topic distance map for English reviews (Notes: 1. Living Environment of Pandas, 2. Pandas and Breeding, 3. Crowd and Weather, 4. Location and Transportation, 5. Tour Guide Service, 6. Tickets, Souvenirs and Catering Service, 7. Information Service and Volunteer).

Figure 6. Topic distance map for Chinese reviews (Notes: 1. Parent-child Experience, 2. Tickets, Souvenirs and Catering Service, 3. Views and Travel Routes, 4. Location and Transportation, 5. Crowd and Weather, 6. Pandas and Breeding, 7. Tour Guide Service).

Table 1. Topics extracted from English reviews.

Topics	Topic keywords	Topic intensity	Topic importance
Pandas and Breeding	panda, baby, delivery, house, active, close, cute, feed, play, bamboo	0.59	5.00
Location and Transportation	taxi, driver, walk, urban, shuttle, bus, meter, subway, vehicle, hotel	0.16	1.37
Tickets, Souvenirs and Catering Service	restaurant, pay, price, souvenir, cafes, rmb, ticket, lunch, western, cash	0.02	0.21
Tour Guide Service	broadcast, guide, agency, english, interactive, profound, map, film, knowledge, educate	0.01	0.12
Crowd and Weather	noisy, local, glass, conditioner, cool, weather, hot, queue, wait, crowd	0.05	0.42
Living Environment of Pandas	protect, care, area, habitat, welfare, field, nature, environment, forest, fence	0.10	0.85
Information Service and Volunteer	donate, staff, breeder, website, booking, intern, volunteer, information, foundation, photograph	0.07	0.56

Table 2. Topics extracted from Chinese reviews.

Topics	Topic keywords	Topic intensity	Topic importance
Pandas and Breeding	panda, cute, baby, breed, nursery, sleep, newborn, close, activity, eat	0.33	5.00
Location and Transportation	parking, urban, hotel, transportation, shuttle, vehicle, transfer, bus, taxi, subway	0.13	1.93
Tickets, Souvenirs and Catering Service	restaurant, ticket, price, food, souvenir, id, card, ctrip, convenient, cost-effectiveness	0.06	0.84
Tour Guide Service	guide, service, introduce, history, patience, tour, educate, expertise, knowledge, science	0.05	0.82
Crowd and Weather	tourist, crowd, queue, people, summer, hot, rain, holiday, tired, huahua	0.27	4.19
Views and Travel Routes	park, huge, beautiful, air, view, swan, green, route, sign, map	0.11	1.63
Parent-child Experience	kid, family, child, son, daughter, facility, stroller, smell, clean, tidy	0.06	0.87

Table 3. Topic performance in English and Chinese reviews.

Topics	English reviews		Chinese reviews
	Sentiment score	Topic performance	Sentiment score	Topic performance
Pandas and Breeding	0.80	4.49	0.69	4.23
Location and Transportation	0.77	4.42	0.76	4.41
Tickets, Souvenirs and Catering Service	0.75	4.37	0.73	4.32
Tour Guide Service	0.72	4.29	0.67	4.18
Crowd and Weather	0.74	4.34	0.53	3.83
Living Environment of Pandas	0.76	4.39	/	/
Information Service and Volunteer	0.69	4.24	/	/
Views and Travel Routes	/	/	0.63	4.06
Parent-child Experience	/	/	0.75	4.37
Average	0.75	4.36	0.68	4.20

Figure 7. Importance-performance analysis of destination image attributes in English reviews.

Figure 8. Importance-performance analysis of destination image attributes in Chinese reviews.

Data availability statement

The data is available on request from the corresponding author.