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This study attempts to analyze the tourism images of an urban area using onlineinformation in social media and determine how such analysis can be used in strategizing theurban tourism industry. For these purposes, this study adopts contents analysis and asemantic differential scale using image adjectives focused on Xi'an city, one of the famousurban tourism destinations in China. The results of this study show that the keywords relatedto tourism images in Xi'an can be classified by major destination and facilities includinginfrastructure and convenience of facilities. About 52.5% of 1,130 adjectives used in thecontents related to Xi'an in social media was physically perceptive, and 65.1% was positive. This study suggests that the policy makers, planners and developers, and managers of urbantourism should adopt the appropriate on-offline marketing strategies in order to enhance thepositive city images and cut back on negative images. Further researches about how todevelop and apply the more detailed marketing strategies using adjectives contents in socialmedia on urban tourism are also needed.
