Online destination image: Comparing national tourism organisation's and tourists’ perspectives

Research output: Contribution to journalArticlepeer-review

189 Citations (Scopus)


This study examines the perceived and projected online destination images (DI) manifested in tourist-generated content (TGC) and national tourism organisation (NTO) generated content. Through visual content analysis and mise en scène analysis of photographic data as well as content analysis and perceptual mapping analysis of textual data, the differences between perceived and projected online DI of Eastern Taiwan were explored. TGC and NTO contents were both found to have similarly represented Eastern Taiwan as a destination abounds with “natural environment”, “infrastructure”, “specific activities”, and “tourist attractions”. However, several important DI dimensions were under-represented in the NTO content, for example, “food and beverages”, “transportation”, “information” and “accommodation”. The findings further reveal that the TGC textual content tended to outperform NTO textual content in reflecting affective DI; and photographic content, in general, was more effective in conveying affective attributes. The findings provide useful insights for practice and future research in DI management.

Original languageEnglish
Pages (from-to)280-297
Number of pages18
JournalTourism Management
Publication statusPublished - 2017 Jun 1
Externally publishedYes


  • Mise en scène analysis
  • National tourism organisation generated content
  • Online destination image
  • Perceptual mapping analysis
  • Tourist-generated content
  • Visual content analysis

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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