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Title: Do marketers use visual representations of destinations that tourists value? Comparing visitors' image of a destination with marketer-controlled images online
Authors: Michaelidou, Nina
Siamagka, Nikoletta Theofania
Moraes, Caroline
Micevski, Milena
Keywords: Destination image
Taiwan
Online visitor-generated photography
Online visual representations
Issue Date: 2013
Publisher: © Sage Publications
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.
Abstract: 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.
Description: This item is Closed Access
Version: Closed access
DOI: 10.1177/0047287513481272
URI: https://dspace.lboro.ac.uk/2134/15710
Publisher Link: http://dx.doi.org/10.1177/0047287513481272
ISSN: 0047-2875
Appears in Collections:Closed Access (Business School)

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