The online destination image as portrayed by the user-generated content on social media and its impact on tourists' engagement

Authors

DOI:

https://doi.org/10.18089/tms.20240401

Keywords:

destination image, online destination image, engagement, sentiment analysis., user-generated content, social media

Abstract

Tourism Destination Image (TDI) is complex, dynamic and multidimensional by nature and shaped by a multitude of events, interactions and sensory impressions, especially once the tourist is at the destination, generating tourists' engagement on social media networks. This study aims to measure the online destination image (ODI) portrayed in user-generated content (UGC) on social media by employing the sentiment analysis method. Data were extracted from Facebook and Instagram on the Visit Algarve social media profile. The Algarve region is situated in the south of Portugal and is one of Europe's most popular tourist destinations. The main results shed light on the relevance of intangible heritage experiences as triggers of positive feelings about the destination. Content shared about tourists' activities in the region generates more engagement in the tourism destination's social media. Tangible heritage received the lowest rated sentiment, and destination agents should strategically look into it as there are opportunities for destination management. Tourism infrastructure has the lowest engagement value; therefore, in terms of promotion, it does not generate interest.

Author Biographies

  • Manuela Guerreiro, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and Faculty of Economics, University of Algarve

    Manuela Guerreiro holds a PhD in Economic and Management Sciences, is an Assistant Professor in Marketing, Programme Leader of the Master of Marketing Management and a member of the Direction Board of the PhD in Tourism at the Faculty of Economics, University of Algarve, Portugal. She is also Co-coordinator of the Research Centre CinTurs (CinTUrs), where she is also an integrated researcher. Current research interests include Marketing and Design, Consumer Behaviour and Experiences, Brand Management, Destination Branding and Image. Email: mmguerre@ualg.pt 

  • Patrícia Pinto, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and Faculty of Economics, University of Algarve

    Patrícia Pinto holds a PhD in Quantitative Methods Applied to Economics and Management (QMAEM). She is a Full Professor with Aggregation at the Faculty of Economics, University of Algarve, Portugal. She is the program leader of the PhD in Tourism and coordinator of the Research Centre for Tourism, Sustainability and Well-being (CinTurs), where she is also an integrated researcher. Her research interests are applied statistics and modelling, especially in tourism destinations management, events management, destination image and branding, marketing strategies and consumer behaviour. Email: pvalle@ualg.pt  

  • Célia M.Q. Ramos, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and ESGHT, University of Algarve

    Célia M. Q. Ramos holds a PhD in Quantitative Methods Applied to Economics and Management from the Faculty of Economics, University of Algarve, obtained her Master’s in Electrical and Computers Engineering from the Higher Technical Institute, Lisbon University, and graduated in Computer Engineering from the University of Coimbra, Portugal. She is Coordinator Professor at School for Management, Hospitality and Tourism, also in the UALG, where she lectures mainly Information Systems. Researcher at the Centre for Tourism, Sustainability and Well-being (CinTurs). Email: cmramos@ualg.pt

  • Nelson Matos, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and School of Management, Hospitality and Tourism, University of Algarve

    Nelson Matos holds a PhD in Marketing and Strategy (2022) and a PhD Tourism (2015). He is an Assistant Professor in Marketing and Tourism and a member of the Direction Board of the Master in Marketing Management at the Faculty of Economics, University of Algarve, Portugal. He is an integrated research member of the Research Centre for tourism sustainability and Well-being (Cinturs) at the same institution. His research interests include flow, tourism experience, co-creation, experience marketing, destination image and consumer behaviour. Email: nmmatos@ualg.pt

  • Homayoun Golestaneh, Research Centre for Tourism, Sustainability and Well-being (CinTurs), University of Algarve

    Homayoun Golestaneh (PhD, DBA, MDes) is an interdisciplinary advisor, designer, researcher, and lecturer with more than sixteen years of experience in the higher education industry and professional projects. Besides having a solid academic background, he is very well-versed in several areas of knowledge and practice, including participatory and human-centred design, design thinking, social innovation, marketing management and place branding. Email: h.golestaneh@hotmail.com 

     

  • Bernardete Sequeira, Interdisciplinary Centre of Social Sciences (CICS.NOVA) and Faculty of Economics, University of Algarve

    Bernardete Sequeira holds a PhD in Sociology, she is an Assistant Professor of Sociology in the Faculty of Economics, University of Algarve, Portugal. She is integrated member of the Interdisciplinary Centre of Social Sciences (CICS.NOVA). Her current research interests include Sociology of Organizations and Work, Knowledge Management, Tourism and Qualitative Research Methodologies. E-mail: besquei@ualg.pt

  • Luís Nobre Pereira, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and School of Management, Hospitality and Tourism, University of Algarve

    Luís Nobre Pereira holds a PhD in Quantitative Methods Applied to Economics and Management. He is professor of Market Research and Data Analysis at the School of Management, Hospitality and Tourism of the University of Algarve. He is serving as President of the Technical-Scientific Council of the School of Management, Hospitality and Tourism since 2019. He is also Vice-president of the Research Centre for Tourism, Sustainability and Well-being. He is active in conducting funded research projects in the field of Tourism, Hospitality Management and Market Research. He is author of more than 50 scientific papers published in academic journals with scientific refereeing. His research interests include marketing research, tourism management, and hospitality management. Email: Lmper@ualg.pt

  • Dora Agapito, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and Faculty of Economics, University of Algarve

    Dora Agapito holds a PhD in tourism (management), a MA in marketing and a BA in communication sciences. She is an assistant professor at the Faculty of Economics, University of Algarve, Portugal. She is an integrated researcher and coordinator of the Research Area in Tourism and Hospitality Competitiveness and Governance at the Research Centre for Tourism, Sustainability and Well-being (CinTurs). She is also an associate editor of the Journal of Tourism, Sustainability and Well-being. Her current research interests include sensory experience design, responsible tourism management, destination marketing management, consumer behaviour and social marketing. Email: dlagapito@ualg.pt

  • Rafaela Martins, Research Centre for Tourism, Sustainability and Well-being (CinTurs), University of Algarve

    Rafaela Martins holds a MSc in Marketing Management at the Faculty of Economics, University of Algarve, Portugal. She is a Research Fellow in the scope of the TurExperience (SAICT-ALG/39588/2018). Her current research interests include Marketing Communication, Emotions in tourism, and Tourism Experiences. Email: rafaela_martins2@hotmail.com

  • Magda Wijkesjö, Research Centre for Tourism, Sustainability and Well-being (CinTurs) and Faculty of Economics, University of Algarve

    Magda Wikesjö holds a Master in Marketing Management, and is an Assistant Professor in Marketing, at the Faculty of Economics, University of Algarve, Portugal. She is also a PhD student member at the Research Centre for Tourism, Sustainability and Well-being (CinTurs). Her current research interests include Marketing and Design, Consumer Behaviour and Cultural Event Experiences. Email: mmwikesjo@ualg.pt 

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Published

09.07.2024

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Vol. 20 No. 4 (2024)

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Tourism/Hospitality: Research Papers

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How to Cite

Guerreiro, M., Pinto, P., Ramos, C. M., Matos, N., Golestaneh, H., Sequeira, B., Pereira, L. N., Agapito, D., Martins, R., & Wijkesjö, M. (2024). The online destination image as portrayed by the user-generated content on social media and its impact on tourists’ engagement. Tourism & Management Studies, 20(4), 1-15. https://doi.org/10.18089/tms.20240401

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