Reality and Fiction: Scandinavian Tour Operators’ Image of Italy through Photographs

ABSTRACT The fact that traditional information sources are neglected by tour operators and the statement arguing that digital information sources, contrarily to traditional paper ones, allow the projection of modern and innovative destination images, served as a starting point for this study. The aim of this research is to determine what destination images of Italy are projected by traditional and digital information sources from 15 Scandinavian tour operators. A qualitative method based on secondary data (1306 photographs) and a thematic analysis has been employed. Images from catalogs mainly illustrate Italy with hidden mass tourism, famous Italy, and culture, while images from social media accounts mainly represent Italy with mass tourism, unfamiliar Italy, and culture. Further, each Scandinavian country focuses on specific features of Italy. This research has implications for Scandinavian tour operators, DMOs (Destination Management Organizations) in Italian cities and for Scandinavian tourists to Italy, suggesting how displaying images more consistent with reality would better match the customers’ need for information through photographs and more accurately form and shape their pre-travel expectations.