نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران
2 دانشجوی دکتری مدیریت دولتی دانشگاه پیام نور شهر تهران/ ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
This study aimed to analyze the digital representation of the Aras Free Trade–Industrial Zone based on tourist-generated content on Google Maps. Data comprised 2,676 records related to selected tourist attractions and tourism-related places. After screening, 1,870 textual reviews remained for analysis. Using textual content analysis alongside users’ rating patterns, the findings showed an overall mean rating of 4.50 out of 5, with 89% of reviews rated 4 or 5. Nature and landscape (38.1%) and heritage, history, and architecture (25.2%) were the most prominent dimensions of the destination’s digital representation. Mean ratings for natural (4.78) and historical-cultural attractions (4.80) were considerably higher than those for commercial places (3.59) and tourism services (3.70). Overall, the digital representation was predominantly positive but heterogeneous, revealing a gap between the attractiveness of natural and heritage assets and evaluations of certain services and commercial activities. The findings highlight UGC’s potential to support data-driven destination policymaking.
کلیدواژهها English
