Perception of the Image of Canal Historical and Cultural District Tourism Destinations Based on Social Media Data: The Case of Gongshu District

This study investigates the characteristics of public perception and alienation trends toward canal historical and cultural district tourist destinations. Utilizing multi-source data, including social media and industry statistics, it compares and analyzes public perceptions of three canal historical and cultural districts in Gongshu District, Hangzhou City, Zhejiang Province, China, before and after the COVID-19 pandemic. The findings reveal that the physical environment and cultural resources continue to be the primary factors shaping public perception and satisfaction with tourist destinations. Nevertheless, in the post-COVID-19 era, the integration of commercial symbols and the influence of social media have increasingly affected destination choice. Public visitation preferences have shifted from static landscape perception toward dynamic, share-oriented activities. The study emphasizes that achieving a balance among culture, commerce, and innovation in the post-COVID-19 context is crucial for ensuring the sustainable development of the canal historical and cultural districts as tourist destinations.