Minding the Gap Between Perceived and Projected Destination Image by Using Information and Communication Platforms and Software

Abstract

The article examines a double case study framework for analyzing perceived and projected destinations by using ITC solutions. First, 22,362 photos tagged with “Brasov” were collected and analyzed using the Flickr API. Second, a descriptive-explanatory research was employed, applying an instrument for the analysis and to address the online identity of place brands where a proposed online platform generates an automatic score calculation. The spatial patterns of tourist activity revealed many similarities and differences compared to promoted attractions by the DMOs, as the results indicated that geotagged photos reflect the projected image of the destination as the data provided a hotspot distribution of popular tourist attractions. The article makes a theoretical and practical contribution: (a) visual imagery may be more fully implemented in research studies; and (b) the distribution of popular tourist attractions may be in synergy between the perceived and projected image of a destination. Implications for marketing managers are presented.

An Empirical Research for Identifying and Analyzing the Identity Characteristics of Different Online Destination Websites

“…For the brand behaviour dimension, the website scored 3 out of 5 points. The indicators for the brand behaviour dimension found on the website are: "the news section, the events calendar and the name of the authority under which the destination brand exists" [4], as defined in previous research literature. Brand information and communication dimension scored 11 out of 20 elements presented on the website.…”

“…For the brand information and communication dimension 12 out of 20 elements were present on the website. The results on the sub-dimensions found are the following: 3 out of 5 elements for the downward information flow subdimension are present on the website: "the general information, customize information for target audiences such as brochures and the travel tips" [4]; all elements for the upward information flow sub-dimension and for the lateral/horizontal information flow sub-dimension present on the website; 3 out of 7 elements for the asynchronous interactive information flow subdimensions are present on the website: "the option to download photos/pdf, the site search and the newsletter" [4], as they were identified in other study and 1 out of 3 elements for the synchronous interactive information flow sub-dimensions is present on the website (the social media connection element).…”

“…The visual presentation dimension has 4 out of 6 elements present on the website: "the slogan, the logo, the picture gallery and the maps" [4], as items defined in research literature. The brand behaviour dimension has 3 out of 5 elements present on the website: the news section, a calendar for different activities and events, the brand management organization title or the name of it.…”

“…From the beginning of analysis, it was found that "a unanimously agreed model was not developed in the branding sphere. Therefore, the analysis methods used in other fields were adopted" [4]. As presented by scholars, "content analysis is an observational research method which aims to systematically evaluate the symbolic content" [9] of different sort of written information.…”

“…This paper will focus on the problematic of the Internet usage from the managerial point of view, i.e., the destination branding management of websites or the "use the Internet's potential in order to communicate their online identity" [4]. The following research study will try to specify and analyse the main features of destinations websites or the principal dimensions of their online identity.…”