Thematic analysis of destination images for social media engagement marketing

Abstract

PurposeThis study assessed the effect of photo themes to facilitate social media user engagement in Facebook brand pages and emphasized the important role of designing images for developing destination marketing strategies.Design/methodology/approachThis study analyzed 8,900 posts that were published by official tourism destination marketers for each destination (Hong Kong, Japan, South Korea). Text mining analysis, image thematic coding analysis and two-way ANOVA were applied to examine the significant differences across proposed determinants for the following engagements: the numbers of likes, comments and shares.FindingsThe results indicated that photographs on social media of three tourism destinations can be explored based on 11 categories of image themes. The themes' significant and distinct effects on three indicators of social media engagement were verified.Originality/valueThis research presented methodological insights by integrating thematic and statistical analyses with social media analytics. The findings of this study provided theoretical evidence of the importance of image themes in the context of social media engagement marketing. Based on the implications of this study, practitioners would enhance the effectiveness of social media marketing.

Social Media as a Catalyst for the Enhancement of Destination Image: Evidence from a Mediterranean Destination with Political Conflict

“…Albeit north Cyprus's case, which revealed a failure of a destination in the utilization of social media platforms, this study strengthens the role of social media in influencing tourists' behavior during trip planning. This is the case as "the content quality that engages social media users directly influences reputation, which is fundamental for marketing tactics" [153]. This study is also in line with the findings of Song et al [153], who rationalized that social media platforms facilitate engagement through actions such as like, comment, and share, which are effective elements to disseminate information and knowledge.…”

“…This is the case as "the content quality that engages social media users directly influences reputation, which is fundamental for marketing tactics" [153]. This study is also in line with the findings of Song et al [153], who rationalized that social media platforms facilitate engagement through actions such as like, comment, and share, which are effective elements to disseminate information and knowledge. Thus, destinations with political deadlock that camouflage their true image should invest in social media platforms for marketing and promotion.…”

“…In this context, this study tried to answer the question "what is the extent of utilization of social media platforms by destination managers and tourism operators to overcome the political hurdles that curtails this destination's realizations of its potentials? (Knowing the fact that social media platforms have become formidable means in the dissemination of the true image of the destination's promotion and marketing)" [25,26,153,158]. Alas, in the case of north Cyprus, findings revealed that tourism operators both in private and in public sectors failed to take advantage of the power of social media [153] to mollify the political obstacles in the tourism sector.…”

“…(Knowing the fact that social media platforms have become formidable means in the dissemination of the true image of the destination's promotion and marketing)" [25,26,153,158]. Alas, in the case of north Cyprus, findings revealed that tourism operators both in private and in public sectors failed to take advantage of the power of social media [153] to mollify the political obstacles in the tourism sector. To achieve this, destination policymakers, along with various stakeholders, need to strategize social media platforms in this case as well as in other cases with political challenges.…”

“…Such a strategy should contain clear goals and a conspicuously detailed action plan. Last but not least, the significant and distinct role of social media platforms has been proven to be a powerful tool for marketing destinations [26,153]; however, it is the responsibility of the tourism practitioners and tourism institutions to utilize such ubiquitous domain which is available and accessible worldwide.…”