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

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  • Wei Sun

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
    Evergrande School of Management, Wuhan University of Science and Technology, Wuhan 430081, China)

  • Shoulian Tang

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)

  • Fang Liu

    (Business School, University of Western Australia, Perth 6009, Australia)

Abstract

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

Suggested Citation

  • Wei Sun & Shoulian Tang & Fang Liu, 2021. "Examining Perceived and Projected Destination Image: A Social Media Content Analysis," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3354-:d:519595
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    References listed on IDEAS

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    2. Yang, Jie & He, Jiaxun & Gu, Yingkang, 2012. "The implicit measurement of destination image: The application of Implicit Association Tests," Tourism Management, Elsevier, vol. 33(1), pages 50-52.
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    4. Hunter, William Cannon, 2016. "The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul," Tourism Management, Elsevier, vol. 54(C), pages 221-229.
    5. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
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    Cited by:

    1. Dan Zhu & Jiayi Wang & Meifang Wang, 2022. "Sustainable Tourism Destination Image Projection: The Inter-Influences between DMOs and Tourists," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    2. Beata Jolanta Gierczak-Korzeniowska & Mateusz Stopa & Krzysztof Szpara, 2022. "Methodology of Cyclical Research of the Tourist Image of Podkarpackie Province (Poland)—A Proposal of a Solution and Selected Research Results," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    3. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    4. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    5. Min-Pei Lin & Estela Marine-Roig & Nayra Llonch-Molina, 2021. "Gastronomy as a Sign of the Identity and Cultural Heritage of Tourist Destinations: A Bibliometric Analysis 2001–2020," Sustainability, MDPI, vol. 13(22), pages 1-23, November.

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