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Do marketers use visual representations of destinations that tourists value? Comparing visitors' image of a destination with marketer-controlled images online

journal contribution
posted on 29.08.2014, 11:16 by Nina MichaelidouNina Michaelidou, Nikoletta Theofania Siamagka, Caroline Moraes, Milena Micevski
The study explores visitors’ image of a destination using online visitor-generated photography and compares the findings with images of the same destination that marketers create and control on the Internet. The two studies are conducted with Taiwan as the context-destination. Online visitor-generated photography yielded more than 100 photographs from visitors to Taiwan, and indicates that visitors’ holistic image encompasses notions of Taiwanese uniqueness, ancientness, and authenticity through their perceptions of the natural landscapes, traditional local cuisine, and culture. The second study yielded 1,526 visual image representations of Taiwan collected from a variety of website sources, and findings highlight the disparities between the holistic image construed by visitors to Taiwan and the image created by marketers on the Internet. The findings yield important implications for the effective positioning and promotion of tourism destinations as managers should consider visitors’ holistic images in their attempt to create destination images through online visual representations.

History

School

  • Business and Economics

Department

  • Business

Published in

JOURNAL OF TRAVEL RESEARCH

Volume

52

Issue

6

Pages

789 - 804 (16)

Citation

MICHAELIDOU, N. ... et al., 2013. Do marketers use visual representations of destinations that tourists value? Comparing visitors' image of a destination with marketer-controlled images online. Journal of Travel Research, 52(6), pp.789-804.

Publisher

© Sage Publications

Version

NA (Not Applicable or Unknown)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2013

Notes

This item is Closed Access

ISSN

0047-2875

Language

en