Tu Hu, Nadzeya Kalbaska, Lorenzo Cantoni. A picturesque online representation of Switzerland: a research conducted on Chinese social network Weibo. April 2013. Pdf, ~1.3 MB.
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the webatelier.net staff
Understanding the image of destinations among tourists both offline and online is essential to Destination Management Organizations (DMOs) in order to steer their marketing and communication strategies.
This research is based on the analysis of pictorial tourism-related user-generated content from the mainland Chinese social network Sina Weibo, on the subject of “Switzerland” as a tourism destination. It explores the picturesque online representation of the destination.
440 user-generated pictures were analyzed; 46 drivers and 12 themes were discovered as a result in order to draw the destination’s online image. DMOs can find social networks as a useful tool for investigating perceived images of the destination in the eyes of current and potential tourists, and get implications on their future marketing and promotional strategies.