Paper Title
A Study of Independent Chinese Tourists’ Post-Visit Destination Image of Phuket Based on User-Generated Content

This study aims to identify the image of Phuket by independent Chinese tourists on the post-visit stage. Web-based text mining has been used to content-analyze the narrative information of the sampled websites. The image was analyzed through three aspects-cognitive, affective and conative, then further study was taken to figure out the factors that influence Chinese tourists’ satisfaction on the key components-attractions, entertainment, accommodation and restaurants. The result suggested that Phuket is positively accepted as a mature and developed destination with prominence on natural attractions. However, the critics are mainly about its over tourism. Key Words - Content analysis, Destination image, Independent Chinese tourists, Online reviews, Phuket, Satisfaction, Text mining, User-generated content