Can destination image be ascertained from social media? An examination of Twitter hashtags

The role of Twitter hashtags in creating destination images is under-researched, and there is limited understanding of their usefulness in destination promotion. This paper examines the destination image of Rishikesh, India, based on an analysis of relevant tweets during the decade 2009–2019. The hashtags of resident, domestic and international Twitter users (about Rishikesh, India) were compared with the images of Rishikesh promoted by the relevant Regional Tourism Organisation (RTO: Uttarakhand Tourism) to identify and analyse any similarities or differences in the destination image promotion. The findings suggest that ‘yoga’ and ‘Ganges’ were the most prominent images associated with Rishikesh. However, the efforts of the RTO regarding promoting Rishikesh also focus on hashtags featuring adventure. This adventure image is also used by Indian Twitter users, whereas the residents and international Twitter users were less likely to use adventure-related hashtags that much. However, though residents, Indian and international Twitter users used almost similar natural landscape-related hashtags, RTO uses them unsubstantially. The results emphasise the importance of, and potential for, selected experiential and interpersonal hashtags when promoting destination images via Twitter, thus maximising the potential for destination marketing through this platform. At last, a hashtag strategy for destination promotion is also proposed based on the findings of this paper for focused exposure and increased searchability.