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Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Florin Nechita

    (Transilvania University of Brasov)

  • Robert Demeter

    (Transilvania University of Brasov)

  • Victor-Alexandru Briciu

    (Transilvania University of Brasov)

  • Sotiris Varelas

    (Neapolis University Pafos)

  • Androniki Kavoura

    (University of West Attica)

Abstract

Visitor-generated visual content (VGVC) that is created and uploaded as travel photos allows researchers to examine tourists’ behavior, as traditional tourism data collection methods (surveys, interviews and focus groups) were proved both expensive and time consuming. Tourists take photos, upload them to social networks and photo sharing platforms, leaving digital footprints on the Internet, footprints that can be subsequently used for tourism research. Photos tagged with “Brasov” between January 1st 2000 and July 1st 2018 were collected using Flickr API. A collection of 22,362 geotagged photos collected from Flickr was analyzed. Using DBSCAN algorithm, tourist attraction areas were identified, after eliminating the content created by people living permanently in the area. For detailed data analysis seasonal graphs were generated. The research method combines content analysis based on text tags and image data with structural analysis based on geospatial data. The resulting tourist attractions of the area as derived from the number of photos taken there were compared to the distribution of the attractions as resulted from Destination Management Organizations’ (DMOs) promotional materials. The spatial patterns of tourist activity in Brasov revealed many similarities and differences compared to promoted attractions by the DMOs. The results indicate that geo-tagged photos in Brasov reflect the projected image of the destination as the data provided a hotspot distribution of popular tourist attractions. This paper explores the advantages of using VGVC for tourism research, but also highlights the limitations that have to be addressed. Implications for tourism marketing managers are provided thereafter.

Suggested Citation

  • Florin Nechita & Robert Demeter & Victor-Alexandru Briciu & Sotiris Varelas & Androniki Kavoura, 2019. "Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 613-622, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_70
    DOI: 10.1007/978-3-030-12453-3_70
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    Citations

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    Cited by:

    1. Sotirios Varelas, 2022. "Virtual Immersive Platforms as a Strategic Innovative Destination Marketing Tool in the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    2. Narcís Bassols-Gardella & Lluís Coromina, 2022. "The perceived image of multi-asset tourist destinations: investigating congruence across different content types," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 57-75, March.
    3. Mihai Duguleană & Victor-Alexandru Briciu & Ionuț-Alexandru Duduman & Octavian Mihai Machidon, 2020. "A Virtual Assistant for Natural Interactions in Museums," Sustainability, MDPI, vol. 12(17), pages 1-17, August.
    4. Arabela Briciu & Victor-Alexandru Briciu & Androniki Kavoura, 2020. "Evaluating How ‘Smart’ Brașov, Romania Can Be Virtually via a Mobile Application for Cultural Tourism," Sustainability, MDPI, vol. 12(13), pages 1-17, July.
    5. Yong Liu & Wei Lee Chin & Florin Nechita & Adina Nicoleta Candrea, 2020. "Framing Film-Induced Tourism into a Sustainable Perspective from Romania, Indonesia and Malaysia," Sustainability, MDPI, vol. 12(23), pages 1-28, November.
    6. Sara Nunes & Samiha Chemli & Alejandro del Moral Agúndez & Kang Jin Seo & Julia Fragoso da Fonseca, 2022. "Descriptive Analysis of the Recent Advances of Film-Induced Tourism: Identification of Strengths, Gaps and Opportunities," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 15(2), pages 233-247.

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