Tourist Perception of Ecotourism in XiaoHongshu: A Triangulated Study Using Data Mining and Survey

This study addressed this gap by adopting a multi-quantitative approach combining data mining and survey research to investigate potential ecotourists’ perceptions of ecotourism information on Xiaohongshu. A total of 3,471 valid comments were collected using keyword-based web crawling. Topic modelling was applied to identify the 20 most frequently occurring words, which were further categorised into four main topics. Sentiment analysis indicated that ecotourism-related comments were predominantly positive and emphasised emotional expression and experiential sharing. Additionally, 619 valid questionnaires were gathered from survey data using convenience and random sampling methods, involving customers of the top 20 Chinese travel agencies.