An Evaluation of Toronto's Destination Image Through Tourist Generated Content on Twitter

An Evaluation of Toronto's Destination Image Through Tourist Generated Content on Twitter

Hillary Clarke (Edinburgh Napier University, Edinburgh, UK) and Ahmed Hassanien (Edinburgh Napier University, Edinburgh, UK)
DOI: 10.4018/IJCRMM.2020040101

Abstract

This study aims at evaluating the cognitive, affective, and conative components of destination image from the perception of tourists on social media. The netnography technique is used for data analysis and interpretation. Through a textual content analysis approach, an interpretation of meaning of content produced from tweets by tourists is conducted. The findings show that destination attractions were the most commented on component of the cognitive component. Throughout the travelling process, tourists assessed the affective destination image. It was found that tourists' evaluation was of favourable emotions towards Toronto as a destination. The conative component was assessed before, during, and after visiting Toronto. Tourists provided insight into their behaviour online through personal updates and information sharing. The research outcomes provide scholars and practitioners with greater insight into the dimensions of destination image formed by user-generated content from tourists and their usefulness for information exchange in various settings.
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2. Literature Review

This section introduces and analyses previous research published about tourist generated online content on Twitter, destination image and the key topics that are connected to this area. This can be seen through the conceptual framework detailed in Figure 1.

Figure 1.

Research conceptual framework

IJCRMM.2020040101.f01

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