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Extracting Destination Representation and Competitiveness from Online Content

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There is an abundance of blogs and reviews available which marketers can use to extract relevant knowledge. These insights can be used for marketing intelligence. However, it is uncertain if the topics and the language used in blogs reflect what researchers traditionally investigate in conventional studies. This article provides an overview of a method to automatically analyze thousands of blog entries. Within this context it compares the findings of a conventional image study with the content mining approach to provide insights into destination image representation in the online and offline world. The results indicate that automated content analysis reproduces the findings from image studies to a great extent, and therefore, the findings lend themselves for city benchmarking. Thus, it is concluded that blogs are a valuable additional source of information for destination marketing organizations.
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Keywords: BLOG ANALYSIS; DESTINATION COMPETITIVENESS; DESTINATION IMAGE; TEXT MINING

Document Type: Research Article

Publication date: 2011-12-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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