Visual representation of tourism landscapes: A comparative analysis of DMOs in a cross-border destination

Abstract

This paper introduces a framework for analyzing and interpreting the visual content of tourism landscapes, particularly focusing on the comparative representation of these landscapes by destination management organizations (DMOs) in the cross-border context of Usedom Island, shared by Poland and Germany. Drawing on a literature review and employing visual content analysis, this study categorizes elements of tourism landscapes as depicted in DMO-produced photographs, highlighting the differences in how these landscapes are presented to potential visitors by Polish and German DMOs. Key findings reveal significant disparities in the portrayal of cultural and natural heritage, suggesting divergent marketing strategies that may influence tourists’ perceptions and destination choices. This research not only contributes to the theoretical discourse on destination imaging and branding but also offers practical insights for DMOs in leveraging landscape elements effectively.