Tourist perceptions and living heritage experiences in Nanjing Tulou traditional villages, Fujian, China: A social media data analysis.

Abstract

This study examines how tourists perceive living heritage experiences in the Nanjing Tulou Scenic Area, a representative component of the wider Fujian Tulou World Heritage property. Drawing on Service-Dominant Logic and the distinction among place identity, place image, and place reputation, we analyzed nearly fifteen years of visitor reviews from Ctrip and Dianping using high-frequency word analysis, semantic network analysis, sentiment analysis, and stage-based topic-evolution analysis. The results show that tourists' place image of Nanjing Tulou is shaped by three interrelated dimensions: landscape features, village impression, and service experience, with service-related issues forming the most salient dimension. While overall sentiment is predominantly positive, negative evaluations mainly concern over-commercialization, transport accessibility, ticketing, interpretation, and service management. The findings suggest that Tulou tourism is perceived not only through architectural symbols and cinematic imagery, but also through everyday encounters with resident life, commercial spaces, and tourism services. Based on these results, the study proposes a Culture-Service Symbiosis framework, arguing that service functions as both a cultural decoder and an authenticity buffer in living heritage destinations.