The use of photographs on consumer generated content websites: practical implications for destination image analysis
Schmallegger, Doris, Carson, Dean, and Jacobsen, Damien (2010) The use of photographs on consumer generated content websites: practical implications for destination image analysis. In: Sharda, Nalin, (ed.) Tourism Informatics: visual travel recommender systems, social communities, and user interface design. IGI Global, Hershey, PA, USA, pp. 243-260.
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Word-of-mouth is an important source of information for tourists making decisions about what destinations to visit. Word-of-mouth has a strong influence on shaping the image of a destination, particularly for remote destinations which are in part characterised by limited market penetration in terms of more formal marketing communications. There has been some research situating consumer generated content in Web 2.0 applications as word-of-mouth that has the potential to influence destination images for some destinations and among some markets. Less attention has been paid to consumer generated photographs although photographs and other non-text media are becoming increasingly pervasive on Web 2.0 websites. This chapter argues that photographs make a substantial contribution to word-of-mouth exchange online, and that there is a need for tools to help destinations interpret photographic content. Mapping photographs to Echtner and Ritchie's (1993) destination image framework is one approach that shows some promise as it allows for comparison between the images projected by marketing bodies and consumers.
|Item Type:||Book Chapter (Research - B1)|
|Keywords:||word of mouth; consumer generated content; photographs; destination image; destination marketing; remote tourism|
|Date Deposited:||12 May 2010 06:34|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 50%
|SEO Codes:||90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900301 Economic Issues in Tourism @ 100%|