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Looking Back to Plan Forward: A Retrospective Longitudinal Analysis of Perceived Online Destination Image in Multi-Faceted Destinations

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Nell Schmidt

    (Salzburg University of Applied Sciences)

  • Barbara Neuhofer

    (Salzburg University of Applied Sciences)

  • Roman Egger

    (Modul University Vienna)

Abstract

Tourism destinations are inherently non-static, influenced by evolving trends and traveller preferences, as well as external market conditions. Understanding how perceptions of a destination evolve over time is central to effective destination management. This study presents a research framework for monitoring changes in online destination image over time through a retrospective comparative lens. Using the multi-faceted destination of Malta as a case study, the research investigates longitudinal differences observed at a cognitive, affective, and conative level. By integrating a lexicon-based approach, the study categorises online travel reviews to gauge traveller narrative nuances and uses mixed-methods to unearth key semantic shifts and themes. The research contributes to the underrepresented niche of longitudinal online destination image studies, highlighting the dynamic nature of tourist perceptions.

Suggested Citation

  • Nell Schmidt & Barbara Neuhofer & Roman Egger, 2026. "Looking Back to Plan Forward: A Retrospective Longitudinal Analysis of Perceived Online Destination Image in Multi-Faceted Destinations," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 25, pages 367-381, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_25
    DOI: 10.1007/978-3-032-23925-9_25
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