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Title:
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THE ROLE OF WEB-BASED SOCIAL MEDIA IN THE FORMATION OF A TOURISM DESTINATION IMAGE |
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Author(s):
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Linda S. L. Lai |
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ISBN:
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978-972-8939-21-2 |
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Editors:
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Nik Bessis, Piet Kommers and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Web-based social media, Destination image, Content analysis, User-generated content, Travel experience |
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Type:
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Full Paper |
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First Page:
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3 |
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Last Page:
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12 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This research investigated the role of web-based social media in the formation of a tourism destination image. Textual information from 507 sampled travel blogs, web forums, and social networking sites was statistically content analysed. The formation of a destination image was studied from a cognitive, affective, and holistic perspective. The delivery of a desired affective image is believed to be the key to successful destination management in the experience economy. The findings suggest that web-based social media serve as a powerful agent in the formation of an affective image through the sharing of travel experiences and opinions of a destination. Therefore, a systematic analysis of social media content can be a useful way to determine visitors perceptions, feelings, and impressions of a tourism destination. Further, the monitoring of user-generated content on the web is a cost-effective method for destination marketers to assess their service quality and improve travellers overall experiences. |
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