File(s) under permanent embargo
Reason: This item is currently closed access.
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 2014-08-29, 11:16 authored by Nina MichaelidouNina Michaelidou, Nikoletta Theofania Siamagka, Caroline Moraes, Milena MicevskiThe 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 RESEARCHVolume
52Issue
6Pages
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 PublicationsVersion
- 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
2013Notes
This item is Closed AccessISSN
0047-2875Publisher version
Language
- en