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Analysing Visual User-Generated Content for Destination Management

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Matthew Sacco

    (Polzify Limited)

  • Mark Dalli

    (Polzify Limited)

  • Leander Grech

    (Polzify Limited)

  • Chantelle Saliba

    (Polzify Limited)

  • Martina Mangion

    (Polzify Limited)

  • Dylan Seychell

    (Polzify Limited
    University of Malta, Faculty of ICT, Department of AI)

Abstract

Visual user-generated content (UGC) is increasingly shaping perceptions of tourism destinations, yet its scale and complexity make systematic analysis challenging. This paper introduces VISTA, a platform-agnostic framework designed to efficiently analyse large volumes of visual UGC while embedding privacy safeguards. The study demonstrates how multi-modal AI methods can classify images in a more ethical way. Applied to Malta’s beaches as a case study, the framework produces actionable insights into themes such as crowding and environmental quality. Results show how tourism managers can transform fragmented visual UGC into structured insights for more responsive and sustainable destination management, advancing the integration of advanced technological tools into tourism practice.

Suggested Citation

  • Matthew Sacco & Mark Dalli & Leander Grech & Chantelle Saliba & Martina Mangion & Dylan Seychell, 2026. "Analysing Visual User-Generated Content for Destination Management," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 11, pages 153-168, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_11
    DOI: 10.1007/978-3-032-23925-9_11
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