Projected and perceived destination image of the Lake Lucerne Region

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Carolin Geyer, Luzia Zimmermann, Melanie Wyss
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引用次数: 0

Abstract

Tourists play an important role in shaping the destination image by posting their experiences on visual and audio-visual channels. Thus, it is increasingly important for a successful destination marketing strategy that destination managers know how their destination is perceived and whether this is aligned with the image they project. This comparative content analysis evaluates the potential gap between the projected and perceived destination image for the Lake Lucerne Region in Switzerland on Instagram.

From a database of over 10,000 posts, this study takes a closer look at 300 randomly selected user-generated picture posts and a corresponding number of picture posts from four destination management organisations using a classification system of 27 attribute categories to analyse the content. The results show that tourists and tourism organisations use similar attributes to depict the destination image. The results shed light on the coexistence of categories in visual representations and highlight the importance of understanding both projected and perceived destination images and how they align.

卢塞恩湖地区的预测和感知目的地形象
游客通过视听渠道发布自己的体验,在塑造目的地形象方面发挥着重要作用。因此,旅游目的地管理者必须了解人们对其旅游目的地的看法,以及这种看法是否与他们所预测的形象一致,这对于成功的旅游目的地营销战略越来越重要。这项内容对比分析评估了瑞士卢塞恩湖地区在 Instagram 上的目的地形象预测与感知之间的潜在差距。本研究从一个包含 10,000 多条帖子的数据库中,采用 27 个属性类别的分类系统,对随机抽取的 300 条用户生成的图片帖子和来自四个目的地管理机构的相应数量的图片帖子进行了仔细分析。结果表明,游客和旅游机构使用类似的属性来描述目的地形象。结果揭示了视觉表征中各种类别的共存,并强调了了解预测的和感知的目的地形象及其如何协调的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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