Destination Image Projection on Consumer-Generated Content Websites: A Case Study of the Flinders Ranges

This article examines destination image projection on consumer-generated content (CGC) websites. A case study of the Flinders Ranges in South Australia was conducted to assess the destination images presented by two different markets. Blogs, review sites, and special interest forums were analyzed against a common destination image framework. The retrieved images were then compared to official images promoted by the destination marketing organization (DMO). The research revealed considerable differences between consumer images and DMO images. The results suggest that different types of CGC websites encourage different levels of information exchange. Future research will need to focus on the impact that various types of CGC websites can have on consumers as a form of word of mouth.