Research on the perceived image of historical districts from the perspective of UGC in short videos: A case study of Yangmeizhu Xiejie in Beijing

Authors: Tianjie Zhang, Tianjin University, Qi Wu*, Tianjin University
Topics: Tourism Geography, Urban Geography, Cultural Geography
Keywords: Heritage Image, Historical Districts, Perceived Image, Short Video, Beijing
Session Type: Virtual Paper
Day: 4/7/2021
Start / End Time: 4:40 PM / 5:55 PM
Room: Virtual 7
Presentation File: No File Uploaded

In recent years, historical districts have been stuck in the image homogeneity. It’s because during the historic districts' image construction, the government’s neglect of the visitors' image has made it difficult for the unique historical features and local cultural connotations to be accurately conveyed.
However, the existing research on the perceived image is mostly based on questionnaires and online texts, relatively flattened. The explosive growth of short videos has made it an important transmission route for historic districts' stereoscopic images. UGC(User-Generated Content)has conveyed the visual image more directly and expanded the auditory senses. Based on this perspective, this research studies the perceived image of historical districts and explores its internal influence mechanism, contrasts with the official projected image, and provides a dynamic update basis for planning managers.
The study chooses Yangmeizhu Xiejie, a well-known historical district in Beijing, as the research object. First, this study is based on the "Cognitive-Affective Model". The grounded theory and content analysis methods are used to encode the "Tik Tok" data, establish a perceived image analysis category, and form an internal influence mechanism system. Second, obtains the official projected image through multiple channels and compares it with the perceived image.
The conclusions include:
1. The overall style, tourism services and facilities are the main cognitive attributes of the block.
2. The emotional tendency of users is mainly positive emotion, and is mainly affected by the overall style of the district.
3. The perceived image produced in UGC is different from the official projected image.

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