Author(s)

Siyi Chen

Corresponding Author

Siyi Chen

Abstract

Regional cultural tourism new media is vital for promoting regional tourism images and industrial development. As a core multi-ethnic settlement in northwest China, Xinjiang’s cultural tourism industry was listed in the 2024 "Top Ten Industrial Clusters", with unique natural and ethnic cultural resources of high communication value. This study selects 26,892 valid user comments from the Douyin account "Xinjiang is a Great Place" (Jan 2024 - Aug 2025) as samples, adopting sentiment computing, LDA topic modeling, and RFM user profiling to analyze communication effects, bottlenecks, and propose a "content-interaction-technology" three-dimensional optimization strategy. Results show 47.2% positive sentiment in Xinjiang’s tourism communication, with cultural content (e.g., festivals) achieving 62.8% positive comments—outperforming natural landscapes. However, unbalanced content structure, obstructed interaction, and insufficient technological empowerment remain challenges. Findings provide practical references for multi-ethnic regional cultural tourism new media operations.

Keywords

Regional cultural tourism new media, UGC analysis, Propagation path, Sentiment computing, Multi-ethnic regions