Search results for " Destination image"
showing 5 items of 5 documents
Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination
2018
PurposeThe purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty.Design/methodology/approachThe authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before …
The promotion of tourism in Italian regions from a sensorial perspective: a website content analysis
2022
Recent tourism literature has identified the sensory dimension as key to understanding, planning and marketing tourist experiences. This paper aims to understand to what extent Italian regions consider the sensorial perspective in tourist communication, focusing the analysis on their institutional websites. We used the content analysis method considering two different periods to investigate the evolution of Italian tourism promotion. The results show that for all institutional websites, over time, attention engages only some of the five sensorial dimensions. That is, the communication does not appear balanced. Furthermore, the promotional communication in several regions is more oriented to…
Analysing Tourist Destination Image through Topic Modeling
2019
Topic modeling has become one of the most used methods to analyse textual data, proving able to “discover” hidden dimensions (topics) which characterise a corpus. This methodology can be used fruitfully to analyse complex phenomena like tourist destination image. With this aim in mind, this paper discusses the use of topic modeling over TV commercials which have been broadcast by four of the major cruise lines operating in Italy in recent years.
Automated Content Analysis of Destination Image: a Case Study
2020
Automated content analysis has become one of the most used approaches to extract “hidden” dimensions from text corpora over the last years. One of the data analysis techniques belonging to this approach is topic modeling, which can be fruitfully used to analyse complex phenomena like tourist destination image. With this aim in mind, this paper discusses the use of topic modeling to identify the main components of the image of cruise holidays spread through a specific type of visual text, i.e. the Television commercial. In order to achieve this goal, the paper presents the methodology and main results of a study carried out over a sample of TV commercials, which have recently been broadcast …
Tourism Destination Image, Tourism Discourse and UNESCO sites: a contrastive analysis
2018
The purpose of this paper is to analyse tourism discourse - i.e. English as specialised and promotional discourse in the tourism field (Dann 1996, Gotti 2006, Maci, 2013) – as it is applied on websites promoting UNESCO sites in Sicily and in Malta. The consequent Tourism Destination Image (Crompton 1979; Echtner & Ritchie 1991) conveyed by the websites will also be investigated. A mixed methodological approach, both qualitative and quantitative, has been adopted. More specifically, the Corpus Linguistics approach has been privileged (Teubert 2005; Nigro 2006). The websites considered concern five UNESCO sites in Sicily and five UNESCO sites in Malta in a comparative study; both corpora of w…