Comparing Official Projected and Public Perceived Images of Festival Events with Textual Compositional Distance
Geng Shuang1,2,He Yuqin1,2,Xu Xin3,Niu Ben1,2()
1College of Management, Shenzhen University, Shenzhen 518055, China 2Greater Bay Area International Institute for Innovation, Shenzhen University, Shenzhen 518055, China 3Department of Tourism Management, South China University of Technology, Guangzhou 510006, China
[Objective] This study investigates the similarities and differences between the projected image by official marketing activities and the perceived image by user generated contents. [Methods] First, we retrieved marketing data of festival events and related user generated contents with a web crawler. Then, we used the grounded theory to construct the model for festival event images. Third, we utilized compositional distance analysis to examine the distance between the projected and perceived images. Finally, we collected quantitative data to evaluate the proposed model and the compositional distance analysis results. [Results] We found that festival images had three dimensions of event, social, and location. Compositional distance of the location dimension is the largest, while the social dimension is the smallest. [Limitations] We only collected data from the Strawberry Music Festival. More research is needed to examine the proposed model with other festival events. [Conclusions] This research provides an effective data-driven method for tracking and analyzing official marketing strategies, i.e. the difference between the projected and the perceived images.
耿爽, 何钰琴, 许欣, 牛奔. 基于文本成分距离的节事“官方投射形象-观众感知形象”比较研究*[J]. 数据分析与知识发现, 2022, 6(6): 115-127.
Geng Shuang, He Yuqin, Xu Xin, Niu Ben. Comparing Official Projected and Public Perceived Images of Festival Events with Textual Compositional Distance. Data Analysis and Knowledge Discovery, 2022, 6(6): 115-127.
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