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| 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 |
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Abstract [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.
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Received: 19 October 2021
Published: 25 January 2022
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| Fund:National Natural Science Foundation of China(71901150);National Natural Science Foundation of China(71901143);Basic and Applied Basic Research Foundation of Guangdong Province(2022A1515012077) |
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Corresponding Authors:
Niu Ben
E-mail: drniuben@gmail.com
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