How Do Tourism Stakeholders Co-Create Destination Images with Photos on Social Media?

被引:4
|
作者
Zhao, Yuchen [1 ]
Agyeiwaah, Elizabeth [2 ,3 ]
机构
[1] Macau Univ Sci & Technol, Fac Hospitality & Tourism Management, Ave Wai Long, Taipa 999078, Macau, Peoples R China
[2] Univ Queensland, UQ Business Sch, Fac Business Econ & Law, St Lucia, Qld, Australia
[3] Univ Johannesburg, Sch Tourism & Hospitality, Johannesburg, South Africa
关键词
destination image; visual storytelling; social media communication; symbolic convergence theory; co-creation; Macau; SYMBOLIC CONVERGENCE THEORY; PHOTOGRAPHS; PERSPECTIVE; EXPERIENCES;
D O I
10.1177/00472875241253006
中图分类号
F [经济];
学科分类号
02 ;
摘要
Previous research overwhelmingly emphasizes discrepancies in constructing destination images from different stakeholders but ignores the potential attempt for convergence. From the perspective of symbolic convergence theory, this study explores how tourism stakeholders co-create destination images with photos on social media by occupying different roles. A blended approach combining content and thematic analysis is employed to analyze submitted photos and text to a destination branding project in Macau. Results show that the themes of tourist-generated photos reflect contrasting destination images of Macau-a peaceful versus hedonistic destination. Nonetheless, these contrasting images do not lead to a disjointed overall image but bring unique pieces to complete the destination image puzzle, which contributes to a favorable destination appeal. In the co-creation process, the destination management organization (DMO) selects photos according to its strategic goals, while online viewers express their love and support through posting comments.
引用
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页数:18
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