利用深度学习量化 Instagram 上 UGC 和 DMO 图片内容之间的差异

IF 6.3 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Ángel Díaz-Pacheco, Rafael Guerrero-Rodríguez, Miguel Á. Álvarez-Carmona, Ansel Y. Rodríguez-González, Ramón Aranda
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引用次数: 0

摘要

在旅游业中,实施有效的旅游目的地推广战略至关重要。目的地管理组织(DMOs)利用社交媒体的优势,将这些平台作为与潜在游客直接沟通的渠道。然而,这些努力在多大程度上有效地构建了理想的形象并影响了游客的行为,目前仍不清楚。为了探索这一现象,本研究建议对目的地管理组织和游客(用户生成内容)在 Instagram 上使用的目的地形象进行比较。因此,本研究提出了一种深度学习方法,用于自动计算目的地图片之间的差异。研究选取了墨西哥的四个旅游目的地(两个城市旅游目的地和两个海滩旅游目的地)。研究结果表明,与海滩旅游目的地相比,城市旅游目的地的图像具有更多的相似性,尤其是在文化、旅游基础设施和自然资源方面。相反,海滨旅游目的地的形象在阳光沙滩、美食和娱乐等方面趋于一致,而在旅游基础设施和生态旅游产品方面则有所不同。值得注意的是,这些结果凸显了根据每个旅游目的地的独特性制定营销战略的重要性,同时考虑到潜在游客认知的异同。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Quantifying differences between UGC and DMO’s image content on Instagram using deep learning

Quantifying differences between UGC and DMO’s image content on Instagram using deep learning

In the tourism industry, the implementation of effective strategies to promote destinations is considered of utmost importance. Taking advantage of social media, Destination Management Organizations (DMOs) have embraced these platforms as direct channels of communication with potential visitors. However, it remains unclear to what extent these efforts work to effectively construct the desired image and influence visitors’ behavior. In order to explore this phenomenon, this study proposes a comparison of destination images within Instagram, used by both DMOs and visitors (user generated content). Thus, a deep-learning method is presented to automatically compute differences between destination images. Four destinations were selected from Mexico (two urban destinations and two beach destinations). The findings suggest that the images of urban destinations share more significant similarities, particularly in dimensions related to culture, tourist infrastructure, and natural resources when compared to beach destinations. Conversely, the images of beach destinations tend to converge on dimensions such as sun and sand, gastronomy, and entertainment, while differing in aspects related to tourist infrastructure and eco-tourism offerings. It is worth noting that these results underscore the importance of tailoring marketing strategies to the unique characteristics of each destination, taking into account the divergences and similarities in the perceptions of potential visitors.

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来源期刊
Information Technology & Tourism
Information Technology & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
18.10
自引率
5.40%
发文量
22
期刊介绍: Information Technology & Tourism stands as the pioneer interdisciplinary journal dedicated to exploring the essence and impact of digital technology in tourism, travel, and hospitality. It delves into challenges emerging at the crossroads of IT and the domains of tourism, travel, and hospitality, embracing perspectives from both technical and social sciences. The journal covers a broad spectrum of topics, including but not limited to the development, adoption, use, management, and governance of digital technology. It supports both theory-focused research and studies with direct relevance to the industry.
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