Deep Analysis of the Homogenization Phenomenon of the Ancient Water Towns in Jiangnan: A Dual Perspective on Landscape Patterns and Tourism Destination Images

Abstract

Attractiveness plays a key role in the marketing activities that promote the sustainable development of tourist destinations. Many researchers have acknowledged that regional tourist destinations face challenges in attracting tourists due to homogeneity. Achieving sustainability of the ecological landscapes of tourist destinations, creating a unique image that differentiates them from other destinations, and fostering cooperative relationships among regional tourist destinations remain significant challenges. To investigate the reasons behind this and potential solutions to the homogeneity of tourist attractions in regional tourist destinations, our research team employed methods including landscape pattern analysis, tourist destination image analysis, principal component analysis (PCA), clustering algorithm (K-means), text analysis, word frequency analysis, sentiment analysis, and semantic network analysis. Through an in-depth examination of the homogenization phenomenon in the ancient towns of the southern Yangtze River, our research confirms that the spatial form of these ancient towns has become increasingly simple and scattered over time, with a concentration of the same land use types. Half of the sampled ancient towns had exhibited homogeneity in landscape patterns by 2020, with pronounced homogeneity observed in cultivated land, water networks, and hand-made land. Excessive commercialization has further contributed to the loss of local characteristics, resulting in homogeneity issues in the image of tourist destinations in the Jiangnan water towns and ancient towns. This article discusses the characteristics of homogeneity in the ancient towns of the Jiangnan water towns and their practical implications, offering valuable insights and experiences to tourism planners, designers, researchers, and other stakeholders engaged in the study of sustainable regional tourism destinations.