53 DESTINATION IMAGE ANALYTICS THROUGH TRAVELLER-GENERATED CONTENT – Contributions by Estela Marine-Roig

Since Kevin Lynch’s pioneering 1960 work on the image of the city, researchers have devoted significant attention to analysing tourist destination images (TDI) because they are a determining factor when choosing where to vacation. Most of the authors used the surveys as data sources to analyse the perceived TDI. Marine-Roig (2010) claimed travel blogs as objects of study for the perceived image of a destination. She developed this line of research during her doctorate (Marine-Roig, 2014b) by including travel blogs and online travel reviews (OTR) in the sources of user-generated content (UGC). Among the milestones of the research line, the following contributions stand out.

Theoretical. In addition to the PhD thesis (Marine-Roig, 2014b), a study (Marine-Roig, 2015a) highlighted the role of identity and authenticity in the construction of TDI and represented a holistic framework of TDI formation through a hermeneutical circle (Figure 1). Currently, she addresses as a data source traveller-generated content (TGC) defined as narratives, opinions, and ratings shared on social media and based on the visitor’s experiences of travelling, sightseeing, entertainment, shopping, lodging and dining in a tourist destination (Marine-Roig & Huertas, 2020). She has, in addition, introduced semiotic aspects of TDIs into the conceptual framework (Marine-Roig, 2021) as an element of discussion (Figure 2).

 

 

Figure showing destination image construction from a holistic perspective
Figure 1. Destination image construction from a holistic perspective (Marine-Roig, 2021).

 

Figure showing semiotic aspects of destination images
Figure 2. Semiotic aspects of destination images (Marine-Roig, 2021).

Methodological. (1) A first methodological article presented a webometric formula to select the most suitable online data source for a case study (Marine-Roig, 2014a). (2) Methods for selecting, downloading, arranging, and debugging tourist data from websites were presented (Marine-Roig & Anton Clavé, 2016a). (3) Methods for analysing multiscale TDIs through spatial coefficients (Marine-Roig & Anton Clavé, 2016d) were examined. (4) Methods for extracting information from OTR paratextual elements (Marine-Roig, 2017b) and HyperText Markup Language (HTML) meta-tags were described (Marine-Roig, 2017a). (5) Methods for analysing the content of OTRs were detailed (Marine-Roig, 2022).

Empirical. The main topics analysed through case studies and TGC were as follows: smart tourism (Marine-Roig & Anton Clavé, 2015); religious tourism (Marine-Roig, 2015b, 2016); sentiment analysis (Marine-Roig & Anton Clavé, 2016b); pull factors (Marine-Roig & Anton Clavé, 2016e); gap between projected and perceived TDIs (Marine-Roig & Anton Clavé, 2016c; Marine-Roig & Ferrer-Rosell, 2018); territorial tourist brands (Marine-Roig & Mariné Gallisà, 2018); social media events (Marine-Roig et al., 2017, 2020); sightseeing, lodging, and dining experiences (Marine-Roig, 2019); gastronomic image (Marine-Roig et al., 2019); personal safety (Marine-Roig & Huertas, 2020); and satisfaction and loyalty (Marine-Roig, 2021).

Experiential marketing. As a corresponding author (Lalicic et al., 2021; Lin et al., 2021), she applied her TDI framework (Marine-Roig, 2019, 2021) to address the co-design or co-creation of tourist experiences.

Acknowledgements

The author is grateful for the funding received from the Spanish Ministries through the projects LITORALTUR [Grant ID: SEJ2005-05677], INNOVATUR [Grant ID: CSO2008-01699], GLOBALTUR [Grant ID: CSO2011-23004], MOVETUR [Grant ID: CSO2014-51785-R], and TURCOLAB [Grant ID: ECO2017-88984-R].

 

Written by Estela Marine-Roig, University of Lleida (UdL) and Open University of Catalonia (UOC), Spain
Read Estela’s letter to future generations of tourism researchers

References

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Lin, M. P., Marine-Roig, E., & Llonch-Molina, N. (2021). Gastronomic experience (co)creation: evidence from Taiwan and Catalonia. Tourism Recreation Research. Advance online publication. https://doi.org/10.1080/02508281.2021.1948718

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Marine-Roig, E. (2014a). A webometric analysis of travel blogs and review hosting: The case of Catalonia. Journal of Travel & Tourism Marketing, 31(3), 381–396. https://doi.org/10.1080/10548408.2013.877413

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Marine-Roig, E., Ferrer-Rosell, B., Daries, N., & Cristobal-Fransi, E. (2019). Measuring gastronomic image online. International Journal of Environmental Research and Public Health, 16(23), article 4631. https://doi.org/10.3390/ijerph16234631

Marine-Roig, E., & Huertas, A. (2020). How safety affects destination image projected through online travel reviews. Journal of Destination Marketing & Management, 18, article 100469. https://doi.org/10.1016/j.jdmm.2020.100469

Marine-Roig, E., & Mariné Gallisà, E. (2018). Imatge de Catalunya percebuda per turistes angloparlants i castellanoparlants [Image of Catalonia perceived by English-speaking and Spanish-speaking tourists]. Documents d’Anàlisi Geogràfica, 64(2), 219–245. https://doi.org/10.5565/rev/dag.429

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Marine-Roig, E., Martin-Fuentes, E., & Daries-Ramón, N. (2020). User-generated events in tourism: A new must-not-miss phenomenon. In V. V. Cuffy, F. Bakas, & W. J. L. Coetzee (Eds.), Events tourism: Critical insights and contemporary perspectives (pp. 47–69). Routledge. https://doi.org/10.4324/9780429344268-6

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Women’s voices in tourism research by Antonia Correia and Sara Dolnicar is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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