A Study of Independent Chinese Tourists’ Post-Visit Destination Image of Phuket Based on User-Generated Content
This study aims to identify the image of Phuket by independent Chinese tourists on the post-visit stage. Web-based
text mining has been used to content-analyze the narrative information of the sampled websites. The image was analyzed
through three aspects-cognitive, affective and conative, then further study was taken to figure out the factors that influence
Chinese tourists’ satisfaction on the key components-attractions, entertainment, accommodation and restaurants. The result
suggested that Phuket is positively accepted as a mature and developed destination with prominence on natural attractions.
However, the critics are mainly about its over tourism.
Key Words - Content Analysis, Destination Image, Independent Chinese Tourists, Online Reviews, Phuket, Satisfaction, Text
Mining, User-Generated Content.