Destination image perception of Shenzhen: an analysis of discourse based on Chinese and Western visitors’ online reviews

Purpose This study aims to analyze Chinese and Western visitors’ on‐line reviews of Shenzhen under five dimensions: catering, accommodation, transportation, travel and shopping. Design/methodology/approach This study used a multidimensional discourse analysis to assess visitors’ experience, perception and emotional evaluations of Shenzhen in reviews on TripAdvisor.com. Findings The findings suggest that both Chinese and Western visitors show positive perceptions of Shenzhen’s transportation convenience and options and show great interest in folk culture. Both groups focus on shopping, service and price but believe that the prices in Shenzhen are high. Research limitations/implications The classification of reviews highlights tourism elements in Shenzhen, which can offer implications for destination image formation for similar destinations. Practical implications This study offers suggestions on how to build an appealing destination that meets both Chinese and Western tourists’ needs. Social implications This study enriches the theory of tourism image perception of Shenzhen as it relates to language and culture. Originality/value This study offers implications on building an appealing destination that meets Chinese and Western tourists’ expectations.