Perceptions of Destination Image among Japanese Tourists toward the Hong Kong and Macau Regions of China: An Analysis Based on Online Reviews

Against the backdrop of intensified global tourism competition, the perception of destination image has become increasingly influential in tourist decision-making. However, existing research has lacked in-depth exploration of the image perception mechanisms of Japanese tourists in the Hong Kong and Macau regions, particularly the dynamic analysis based on user-generated content (UGC) remains underexplored. Drawing upon online reviews authored by Japanese tourists between 2009 and 2023, this research applies sentiment analysis, high-frequency lexical analysis, and a core–periphery modeling approach to uncover the defining characteristics of their perceptions and their underlying mechanisms. The results indicate that: (1) Japanese tourists predominantly exhibit positive sentiments toward Hong Kong and Macao, primarily driven by natural scenery, historical and cultural attractions, and transportation infrastructure, yet express negative feedback regarding issues such as attraction facilities and service quality. (2) The evolution of the tourists’ destination image perceptions reflects a diversified trend, shifting from singular cultural sightseeing to composite culture-entertainment experiences, with modernized resources and interactive activities emerging as new satisfaction drivers. (3) Tourism resources and activity experiences constitute the core elements of tourist perception, while service quality, transportation facilities, and urban development occupy peripheral positions that play a supportive role in enhancing tourist satisfaction. (4) The synergistic effect between tourism resources and activity experiences exerts the strongest influence, with peripheral factors—service quality, transport infrastructure, and urban growth—indirectly enhancing the central experiential components.