[H-CG19] International comparison of landscape appreciation and recreation research

[HCG19-01] Exploring the Projected and Perceived Destination Image of the Tsunami Memorial Parks Constructed for the Great East Japan Earthquake by Text Mining

*Sihan Zhang¹, Prudens Afzelia¹, Qian Wang¹, Yan Tang², Yilan Xie², Yusuke Matsuyama², Katsunori Furuya¹ (1.Graduate School of Horticulture, Chiba University, 2.Faculty of Horticulture, Chiba University)

Keywords:memorial landscape, dark tourism, destination image, content analysis, text mining, the Great East Japan Earthquake

Following the Great East Japan Earthquake, dark tourism has been developed in the Tohoku Region of Japan. Notably, two government-built tsunami memorial parks in Ishinomaki and Rikuzentakata have obtained widespread attention due to profound disaster narratives, iconic disaster sites, and expansive layouts. Many researches aimed at studying dark tourism from the perspective of the destination image projected by Destination Marketing Organizations (DMOs), as well as that perceived by visitors and residents for dark tourism sites. However, there still lack research comparing the two sides. Thus, this research aimed at comparing the destination image from the two sides through content analysis. Specifically, the research delves into the two sides of destination image from the perspective of both cognitive and affection image in text data. Based on the disparities between the two sides, the study gave advice on how destination managers should improve their communication with visitors, including generating more information about consumption and economic activities, infrastructures, etc. Moreover, the study advises destination managers on strategies to enhance the parks, including publicizing more information about local Non-profit Organizations (NPOs) and citizen activities to improve the connection between visitors and local residents, and improving park facilities based on dissatisfaction by tourists. Ultimately, the research proved the efficacy of the employed method in comparing projected and perceived destination images in the context of dark tourism sites. Furthermore, the study introduces sub-dimensions within the cognitive destination image specifically related to the landscape associated with dark tourism.