Analysis of Tourism Development Paths for Traditional Villages in Jiangsu Province Based on UGC Content

Abstract

In this study, the TikTok platform was used as a data source. Sixty short videos with more than 100 comments were selected using the keywords "traditional villages" and "Jiangsu". A total of 34,374 valid comment data were crawled using Python, and text analysis and sentiment mining were conducted using ROSTCM tool. The study found that the application of new media in traditional villages in Jiangsu Province is geographically uneven. Tourists show higher interest in services, scenery, historical heritage, and cost-effectiveness. Internet-famous check-in spots and nostalgic culture have become key attractions for attracting visitors. Based on this, four development path suggestions are proposed: (1) Deepen the output of new media content to enhance communication efficiency; (2) Optimize tourism services to enhance consistency of tourist experience; (3) Implement targeted traffic operations to increase content exposure; (4) Leave ample memory space for nostalgia to promote talent revitalization. This study provides data-driven strategic support for the development of tourism in traditional villages, and contributes to rural revitalization and the integration of culture, tourism, and leisure.