Examining Perceived and Projected Destination Image: A Social Media Content Analysis

Destination image has been extensively studied in tourism and marketing, but the questions surrounding discrepancy between projected (perceptions from National Tourism Organizations) perceived destination tourists) as well how may influence sustainable experience remain unclear. Poor understanding of cause tourist confusion misuse resources. The aim this study is to empirically investigate if (by NTOs) are significantly different both cognitive affective aspects. Through a comprehensive social media content analysis NTO-generated tourist-generated-contents (TGC), current identifies numerous gaps image, which offers some important theoretical practical implications on management marketing.