Social Media Sites in Destination Image Formation

When addressing the ever-increasing role that social media plays in generating a clear image of the travel destination chosen by tourists, the research and specialty literature tends to be rather limited. Despite an increase in social media-generated content, the process is not yet fully understood, although research suggests the importance of two different factors (i.e., tour-operator-generated content and user-generated content) in influencing destination image formation. In this regard, the present paper aims to examine the most significant factors currently affecting the potential behavior of travelers towards the selection of sustainable destinations. What is more, another purpose of this paper is to explore the effects that tour-operator-generated content and user-generated content have upon the formation of the overall mediating destination image through cognitive and affective destination images. For the current analysis, a structural equation modeling (SEM) method was used in order to test the conceptual model. Data from Shanghai, China (n = 425) were used. The results demonstrate and establish that travel information sources (i.e., tour-operator-generated content and user-generated content) have a positive effect on destination image formation. The analytical results also revealed that in order to select a sustainable destination, travelers are influenced by tour-operator-generated content, as well as by user-generated content, with the effect of the latter being more important and influential. Travelers’ use of social media content has played a key role in the formation of the overall destination image through the mediating effect of cognitive and affective destination images. This research thus provides valuable theoretical and practical implications for academics and practitioners alike, implications which are valuable for the fields of destination marketing and management. Furthermore, practitioners of the management of sustainable destinations can thus make use of the results throughout the entire decision-making process.

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Examining Perceived and Projected Destination Image: A Social Media Content Analysis

Sustainability ◽

10.3390/su13063354 ◽

2021 ◽

Vol 13 (6) ◽

pp. 3354

Author(s):

Wei Sun ◽

Shoulian Tang ◽

Fang Liu

Keyword(s):

Social Media ◽

Content Analysis ◽

Destination Image ◽

Media Content ◽

Media Content Analysis ◽

Poor Understanding ◽

Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

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Influence of social media on motivations for visiting a destination and image formation

International Journal of Technology Marketing ◽

10.1504/ijtmkt.2015.072173 ◽

2015 ◽

Vol 10 (4) ◽

pp. 413 ◽

Cited By ~ 1

Author(s):

Isabel Llodrá Riera ◽

María Pilar Martínez Ruiz ◽

Ana Isabel Jímenez Zarco ◽

Alicia Izquierdo Yusta

Keyword(s):

Social Media ◽

Image Formation

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Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

Tourism Review ◽

10.1108/tr-05-2020-0215 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Vanessa Gaffar ◽

Benny Tjahjono ◽

Taufik Abdullah ◽

Vidi Sukmayadi

Keyword(s):

Social Media ◽

Structural Equation ◽

Botanical Garden ◽

Equation Model ◽

Destination Image ◽

Social Media Marketing ◽

Tourism Destination ◽

Content Type ◽

Future Value ◽

Tourism Destinations

Purpose This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

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Word-of-mouth vs. mass media: their contributions to destination image formation

Anatolia ◽

10.1080/13032917.2016.1270840 ◽

2016 ◽

Vol 28 (2) ◽

pp. 151-162 ◽

Cited By ~ 7

Author(s):

Mohammad Reza Jalilvand

Keyword(s):

Mass Media ◽

Word Of Mouth ◽

Image Formation ◽

Destination Image

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Destination Image on the DMO's Platforms: Official Website and Social Media

Tourism & Management Studies ◽

10.18089/tms.2017.13301 ◽

2017 ◽

Vol 13 (3) ◽

pp. 5-14 ◽

Cited By ~ 1

Author(s):

Sebastian Molinillo ◽

◽

Francisco Liébana-Cabanillas ◽

Rafael Anaya-Sánchez ◽

◽

...

Keyword(s):

Social Media ◽

Destination Image

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Destination image through social media analytics and survey method

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-08-2020-0861 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Michael S. Lin ◽

Yun Liang ◽

Joanne X. Xue ◽

Bing Pan ◽

Ashley Schroeder

Keyword(s):

Social Media ◽

Survey Data ◽

Destination Image ◽

Social Media Analytics ◽

Tourism Destination ◽

Social Media Data ◽

Content Type ◽

Holistic Understanding ◽

Intercept Survey ◽

Media Data

Purpose Recent tourism research has adopted social media analytics (SMA) to examine tourism destination image (TDI) and gain timely insights for marketing purposes. Comparing the methodologies of SMA and intercept surveys would provide a more in-depth understanding of both methodologies and a more holistic understanding of TDI than each method on their own. This study aims to investigate the unique merits and biases of SMA and a traditional visitor intercept survey. Design/methodology/approach This study collected and compared data for the same tourism destination from two sources: responses from a visitor intercept survey (n = 1,336) and Flickr social media photos and metadata (n = 11,775). Content analysis, machine learning and text analysis techniques were used to analyze and compare the destination image represented from both methods. Findings The results indicated that the survey data and social media data shared major similarities in the identified key image phrases. Social media data revealed more diverse and more specific aspects of the destination, whereas survey data provided more insights in specific local landmarks. Survey data also included additional subjective judgment and attachment towards the destination. Together, the data suggested that social media data should serve as an additional and complementary source of information to traditional survey data. Originality/value This study fills a research gap by comparing two methodologies in obtaining TDI: SMA and a traditional visitor intercept survey. Furthermore, within SMA, photo and metadata are compared to offer additional awareness of social media data’s underlying complexity. The results showed the limitations of text-based image questions in surveys. The findings provide meaningful insights for tourism marketers by having a more holistic understanding of TDI through multiple data sources.

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An Exploratory Study of Online Destination Images via User-Generated Content for Southeastern Rural Transylvania

Destination Management and Marketing ◽

10.4018/978-1-7998-2469-5.ch015 ◽

2020 ◽

pp. 246-267

Author(s):

Androniki Kavoura ◽

Florin Nechita

Keyword(s):

Social Media ◽

Rural Area ◽

Exploratory Study ◽

New Technologies ◽

Destination Image ◽

User Generated Content ◽

International Tourism ◽

Projected Image

The advent of new technologies has brought forth an incredible power to online users of social media who may act as active contributors and co-creators of the tourism communication and promotion of the areas that have visited, influencing in that way the online image that is created for an area, a region or a country. The user-generated content (UGC) that is created and uploaded, text and/or travel photos allows research to examine tourists' behavior. How can this be depicted with the use of photos taken from visitors for a rural area? The present chapter aims to (a) examine the destination image of Brasov County's (Romania) based on UGC created via photos uploaded on Facebook by a selected group of visitors in the area; (b) to examine the projected image and strategy in official Brasov County's websites and strategic documents and (c) to create a set of recommendations for the promotion of the Brasov County's rural area on the international tourism market.

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Social Media's Influence on Destination Image

10.4018/978-1-7998-8165-0.ch014 ◽

2022 ◽

pp. 230-246

Author(s):

Maria Angeles Garcia-Haro ◽

Maria Pilar Martinez-Ruiz ◽

Ricardo Martinez-Cañas ◽

Pablo Ruiz-Palomino

Keyword(s):

Social Networks ◽

Social Media ◽

Communication Channels ◽

World Heritage ◽

Destination Image ◽

Limited Attention ◽

Tourist Destination ◽

Marketing Literature ◽

Tourism Marketing

Social media have become key tools for promoting and spreading the image of a tourist destination. In particular, these communication channels are critical for heritage destinations looking to boost awareness and attract a greater number of visitors. However, the tourism marketing literature has devoted limited attention to how these destinations project their image on social media. In order to cover this gap, this chapter focuses on analyzing the image projected by a specific heritage destination—Cuenca, a World Heritage City—on Facebook and Instagram. To this end, the chapter analyzes the posts, comments, and hashtags that have been published on the different tourism pages about Cuenca. The results of the analysis underscore the growing importance of the image projected by destinations on social networks. That said, there is a need to deepen our knowledge about the communication potential of these channels.

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