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Formation of a tourist destination image: Co-occurrence analysis of destination promotion videos
This study examined the interaction and composition of destination iconic images in DMO-produced destination promotion videos to assess the dynamic construction of tourist destination images based upon place-attachment theory. We classify destination photographs according to three critical dimension...
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Published in: | Journal of destination marketing & management 2023-03, Vol.27, p.100763, Article 100763 |
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Main Authors: | , , , , , |
Format: | Article |
Language: | English |
Subjects: | |
Citations: | Items that this one cites Items that cite this one |
Online Access: | Get full text |
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Summary: | This study examined the interaction and composition of destination iconic images in DMO-produced destination promotion videos to assess the dynamic construction of tourist destination images based upon place-attachment theory. We classify destination photographs according to three critical dimensions of space-people-activity (SPA) corresponding to three sub-constructs of place attachment and then analyze a destination's image using attribute-associated co-occurrence analysis via the one-to-many protocol. Using Thailand as a case study, this study examined 38 destination advertising videos released between 1993 and 2021 to explore how inter-category connection analysis can help create sense of place and elicit a holistic image of a destination. The findings suggest that DMOs should pay more attention to SPA relationships instead of solely displaying physical settings in promotion videos, thereby mapping affective value, building visitors' place attachment and formulating effective marketing strategies.
•This study deconstructs destination image into three critical dimensions of space-people-activity.•This study examines the formation of destination images using attribute-associated co-occurrence analysis via the One-To-Many protocol.•The inter-category connection analysis can help create sense of place and elicit a holistic image. |
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ISSN: | 2212-571X 2212-5752 |
DOI: | 10.1016/j.jdmm.2023.100763 |