PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/PBES.v9i9.15623ArticleResearch on Tourists’ Perceptions and Evaluations of Chongqing Hongyadong Based on Online Text Analysishttps://artdesignp.com/journal/PBES/9/9/10.26689/PBES.v9i9.15623JiangYu,LuoGuanghua,CuiYan2026992026-09-30Online reviews provide large-scale data for measuring tourists’ perceptions and evaluations of tourist destinations. Taking Hongyadong in Chongqing as a case study, this study collected tourist reviews from Ctrip from 2023 to 2026. After data cleaning, 492 valid reviews were obtained. Using word frequency statistics and sentiment analysis, it examined the main dimensions of tourist perception, score distribution, and textual sentiment, and manually reviewed and categorized complaint content in non-positive reviews. The findings are as follows: (1) Tourist perception centers on visual symbols, with words such as “night view,” “mountain city,” and “stilted buildings” appearing frequently; references to “culture” are closely associated with the perception of Bayu culture. (2) Platform ratings are generally positive, with 440 four- and five-star reviews accounting for 89.4% of the total; textual sentiment analysis was used as a supplementary analysis, and 83.3% of reviews were classified as positive by the model. (3) Among non-positive reviews, 70 reviews containing complaints were identified through manual review. Based on the primary complaint categories, crowding (25 items), vertical transportation (17 items), and order and wayfinding (16 items) constituted the main types of complaints. Accordingly, three suggestions are proposed: optimizing vertical transportation organization, improving guidance information and order management, and enriching cultural experience content.Destination image, Tourist perception, Online text analysis, Sentiment analysis, Hongyadong

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