Minding the Gap Between Perceived and Projected Destination Image by Using Information and Communication Platforms and Software

International Journal of Computational Methods in Heritage Science Pub Date : 2019-07-01 DOI:10.4018/IJCMHS.2019070101

Victor-Alexandru Briciu, Florin Nechita, Robert Demeter, A. Kavoura

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引用次数: 14

Abstract

The article examines a double case study framework for analyzing perceived and projected destinations by using ITC solutions. First, 22,362 photos tagged with “Brasov” were collected and analyzed using the Flickr API. Second, a descriptive-explanatory research was employed, applying an instrument for the analysis and to address the online identity of place brands where a proposed online platform generates an automatic score calculation. The spatial patterns of tourist activity revealed many similarities and differences compared to promoted attractions by the DMOs, as the results indicated that geotagged photos reflect the projected image of the destination as the data provided a hotspot distribution of popular tourist attractions. The article makes a theoretical and practical contribution: (a) visual imagery may be more fully implemented in research studies; and (b) the distribution of popular tourist attractions may be in synergy between the perceived and projected image of a destination. Implications for marketing managers are presented.

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利用信息通信平台和软件来弥补感知和投影目的地图像之间的差距

本文考察了一个双案例研究框架，通过使用ITC解决方案来分析预期目的地和预期目的地。首先，使用Flickr API收集并分析了22,362张带有“Brasov”标签的照片。其次，采用描述性解释性研究，应用一种工具进行分析，并解决地方品牌的在线身份问题，其中提出的在线平台会自动生成分数计算。结果表明，地理标记照片反映了目的地的投影图像，数据提供了热门旅游景点的热点分布。本文的理论和实践贡献在于:(1)视觉意象可以在研究中得到更充分的应用;以及(b)热门旅游景点的分布可能会在目的地的感知形象和投影形象之间产生协同作用。本文提出了对营销经理的启示。

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International Journal of Computational Methods in Heritage Science

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