Can destination image be ascertained from social media? An examination of Twitter hashtags

Abstract

The role of Twitter hashtags in creating destination images is under-researched, and there is limited understanding of their usefulness in destination promotion. This paper examines the destination image of Rishikesh, India, based on an analysis of relevant tweets during the decade 2009–2019. The hashtags of resident, domestic and international Twitter users (about Rishikesh, India) were compared with the images of Rishikesh promoted by the relevant Regional Tourism Organisation (RTO: Uttarakhand Tourism) to identify and analyse any similarities or differences in the destination image promotion. The findings suggest that ‘yoga’ and ‘Ganges’ were the most prominent images associated with Rishikesh. However, the efforts of the RTO regarding promoting Rishikesh also focus on hashtags featuring adventure. This adventure image is also used by Indian Twitter users, whereas the residents and international Twitter users were less likely to use adventure-related hashtags that much. However, though residents, Indian and international Twitter users used almost similar natural landscape-related hashtags, RTO uses them unsubstantially. The results emphasise the importance of, and potential for, selected experiential and interpersonal hashtags when promoting destination images via Twitter, thus maximising the potential for destination marketing through this platform. At last, a hashtag strategy for destination promotion is also proposed based on the findings of this paper for focused exposure and increased searchability.

Destination image: a consumer-based, big data-enabled approach

“…A conceptual model of the C/PS was developed by Lai and Li (2012), which demonstrated the feasibility of using cognitive image attributes in UGC to explain the TDI’s structure. For better marketing, destinations must select appropriate attributes and labels (Nautiyal et al , 2022). Therefore, it is necessary to identify the destination’s core attributes based on tourists’ perceptions (Wang et al , 2017; Guo and Pesonen, 2022).…”

Empirical Analysis of Destination Image Through Tiktok Video Comments

“…In addition to conveying personal and authentic experiences, they also collaborate with tourism bureaus. Examining the destination image on social media is important because it can shape perceptions and tourist decisions (Nautiyal et al, 2022;Pan et al, 2021). This will provide knowledge for destination managers to design authentic, targeted, and effective marketing strategies (Lam et al, 2020).…”

“…Generally, the function of hashtags on social media platforms like TikTok, Instagram, and Twitter serves to (1) assist users in finding and interacting with content that is relevant and appealing to them; (2) Enable users to participate in global challenges and trends, creating unity and cohesion in shared content; (3) Connect users with similar interests and preferences, facilitating the formation of virtual communities and discussions (Nautiyal et al, 2022;Zhang, 2021). Based on these functions, hashtags can assist tourist destinations in promoting positive attributes and unique experiences offered by the destination (Chenchen, Yurong, Die, & Zhenqiang, 2020;Sheng, Zhang, Shi, Qiu, & Yao, 2020).…”

“…Therefore, comments play an important role in shaping the destination image. However, there is still a research gap in the context of social media (Nautiyal, Albrecht, & Carr, 2022). With the emergence of new social media like TikTok, similar research needs to be conducted on different social media platforms.…”

“…Most previous research has focused on comments on Facebook, Instagram, or Twitter (Goyal & Taneja, 2023;Nautiyal et al, 2022). Research on TikTok has received less attention.…”