Research of Ukraine’s Tourism Image – Based on Data Analysis of The Travel Notes of the Chinese TourismResearch of Ukraine’s Tourism Image – Based on Data Analysis of The Travel Notes of the Chinese Tourism Website Mafengwo
DOI:
https://doi.org/10.17721/CIMC.2024.35.49-60Abstract
Since the implementation of the visa-on-arrival policy for Chinese citizens in 2016, the number of Chinese tourists visiting Ukraine has significantly increased. The main purpose of the article is to determine the main characteristics of Ukrainian tourist destinations based on the analysis of travel notes of tourists to Mafengwo from the period 1992 to 2023, as well as to find out the general views of Chinese tourists on food, accommodation, tourism and shopping in Ukraine, using the method of frequency analysis of words to summarize the specific ideas of Chinese tourists about Ukraine.
The article employs a combination of literature review, text analysis, and word frequency analysis. The Word frequency analysis complements content analysis by quantifying the prevalence of specific terms in the travel notes of Chinese tourists visiting Ukraine, focusing on the tokenized analysis of these notes.
The findings succinctly capture Chinese tourists' perceptions of Ukraine, revealing concerns for safety issues, as evidenced by the frequent mention of "war". The analysis shows a preference for traveling in groups, with an average expenditure of approximately $1,600 per person and a typical visit duration not exceeding 10 days. The overall sentiment towards travel experiences in Ukraine is positive, with words like "cheap" "delicious" and "like" frequently used, indicating an appreciation for the affordability and quality of food. Chinese tourists favor a mix of historical, cultural, and seaside destinations, reflecting diverse interests. However, communication barriers emerge as a complaint among these travelers.
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