Analysing the perceived and projected online destination image for destination marketing : a case of the Maltese Islands

Abstract

The advent of Web 2.0, together with the increased accessibility of tourism destinations has caused destination management organisations (DMOs) to re-evaluate their marketing and promotional strategies, in order to remain relevant within a highly competitive environment. To this end, this study explores the notion of using tourism generated content (TGC) as a conduit for the monitoring of tourists’ destination image perceptions of a destination. The argument is made towards the concurrent evaluation of a DMOs projected online image and the extent to which it bears congruence with the TGC’s perceived image. To enable this assessment, a five-step research methodology framework is compiled by referencing authors who have similarly advocated towards the analysis of online travel review sites, as a manifestation of TGC; together with textual content posted on official DMO webpages. The framework incorporates a mixed methods approach, using a qualitative data coding technique via image formation models, as well as a semantic network analysis via text analysis software. TGC and DMO online sources, on the Maltese islands, are used to actualise this methodology framework. The resultant findings, notwithstanding identified points of incongruence, point towards an overall positive perceived destination image. Additionally, results from the semantic network analysis are used to compile a list of marketing and promotional implications for the islands’ DMO.