Visual representation of tourism landscapes: A comparative analysis of DMOs in a cross-border destination

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-10-04 DOI:10.1016/j.jdmm.2024.100932

Denis Cerić , Marek Więckowski , Dallen J. Timothy

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Abstract

This paper introduces a framework for analyzing and interpreting the visual content of tourism landscapes, particularly focusing on the comparative representation of these landscapes by destination management organizations (DMOs) in the cross-border context of Usedom Island, shared by Poland and Germany. Drawing on a literature review and employing visual content analysis, this study categorizes elements of tourism landscapes as depicted in DMO-produced photographs, highlighting the differences in how these landscapes are presented to potential visitors by Polish and German DMOs. Key findings reveal significant disparities in the portrayal of cultural and natural heritage, suggesting divergent marketing strategies that may influence tourists’ perceptions and destination choices. This research not only contributes to the theoretical discourse on destination imaging and branding but also offers practical insights for DMOs in leveraging landscape elements effectively.

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旅游景观的视觉呈现：跨境目的地目的地管理组织的比较分析

本文介绍了一个分析和解释旅游景观视觉内容的框架，尤其侧重于目的地管理组织（DMO）在波兰和德国共有的乌瑟敦岛跨境背景下对这些景观的比较表述。本研究通过文献综述和视觉内容分析，对目的地管理组织制作的照片中描绘的旅游景观要素进行了分类，突出强调了波兰和德国目的地管理组织在向潜在游客展示这些景观方面的差异。主要研究结果表明，在描绘文化和自然遗产方面存在巨大差异，这表明不同的营销策略可能会影响游客的认知和目的地选择。这项研究不仅为目的地形象和品牌塑造的理论研究做出了贡献，还为目的地管理组织有效利用景观元素提供了实用见解。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

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.