Destination image through digital photography. Instagram as a data collector for UGC analysis.
Keywords:
Content Analysis, Tourism Destination Image, Social Media, Digital Photography, InstagramAbstract
The photographic practice is an essential element in the tourist experience and DMO is no longer the main responsible for the visual content available on a destination. UGC role in destination image construction is getting more influential. The approximation of the projected and perceived image can lead to successful campaigns and tourists’ positive feedback. At this case study we aim to compare DMO and Tourists’ photos by its similarity/dissimilarity among different attributes. Content analysis is being used to segment the photos into different categories and compare them by the frequency. It was concluded in this case study that beside the similarity of the main categories, there are some subcategories’ dissimilarities that might be worked in order to help DMO achieve better results on social media and to approximate tourists preferences to their visual marketing strategy.
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