Destination image through social media analytics and survey method
نویسندگان
چکیده
Purpose Recent tourism research has adopted social media analytics (SMA) to examine destination image (TDI) and gain timely insights for marketing purposes. Comparing the methodologies of SMA intercept surveys would provide a more in-depth understanding both holistic TDI than each method on their own. This study aims investigate unique merits biases traditional visitor survey. Design/methodology/approach collected compared data same from two sources: responses survey ( n = 1,336) Flickr photos metadata 11,775). Content analysis, machine learning text analysis techniques were used analyze compare represented methods. Findings The results indicated that shared major similarities in identified key phrases. Social revealed diverse specific aspects destination, whereas provided local landmarks. Survey also included additional subjective judgment attachment towards destination. Together, suggested should serve as an complementary source information data. Originality/value fills gap by comparing obtaining TDI: Furthermore, within SMA, photo are offer awareness data’s underlying complexity. showed limitations text-based questions surveys. findings meaningful marketers having through multiple sources.
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ژورنال
عنوان ژورنال: International Journal of Contemporary Hospitality Management
سال: 2021
ISSN: ['0959-6119', '1757-1049']
DOI: https://doi.org/10.1108/ijchm-08-2020-0861