Identifying unique features of Norway destination image: Evidence from user-generated content

While there has been considerable research on the concept of destination image, there is a notable gap in the literature regarding exploring Norway's destination image (DI) through User-Generated Content (UGC). This study uses content analysis to identify the key themes that appear in tourists’ UGC and are associated with satisfaction and dissatisfaction. Our research results demonstrated nine dominant themes in descriptions of Norway travel experiences: “Norway,” “places,” “train,” “hiking,” “rental,” “expensive,” “hotel,” “northern lights,” and “restaurants.” The themes used with negative comments were “train,” “rental,” and “expensive.” The benefits of incorporating UGC in tourist research are highlighted by the excellent insights acquired. The findings also provide a visual depiction of the primary themes and concepts in visitors' narratives, allowing for a better understanding of the key features of destination image.