The Use of Photographs on Consumer Generated Content Websites: Practical Implications for Destination Image Analysis

The Use of Photographs on Consumer Generated Content Websites: Practical Implications for Destination Image Analysis

Doris Schmallegger (James Cook University, Australia), Dean Carson (Charles Darwin University, Australia) and Damien Jacobsen (Charles Darwin University, Australia)
DOI: 10.4018/978-1-60566-818-5.ch014

Abstract

Word-of-mouth is an important source of information for tourists making decisions about what destinations to visit. Word-of-mouth has a strong influence on shaping the image of a destination, particularly for remote destinations which are in part characterised by limited market penetration in terms of more formal marketing communications. There has been some research situating consumer generated content in Web 2.0 applications as word-of-mouth that has the potential to influence destination images for some destinations and among some markets. Less attention has been paid to consumer generated photographs although photographs and other non-text media are becoming increasingly pervasive on Web 2.0 websites. This chapter argues that photographs make a substantial contribution to word-of-mouth exchange online, and that there is a need for tools to help destinations interpret photographic content. Mapping photographs to Echtner and Ritchie’s (1993) destination image framework is one approach that shows some promise as it allows for comparison between the images projected by marketing bodies and consumers.
Chapter Preview
Top

Consumer Generated Travel Photographs

Despite being mostly taken by ‘amateurs’, tourist photographs contain a wealth of meaning beyond the obvious appearances (la Grange 2005). Tourists take photographs out of a variety of motivations including reproducing existing place discourses (Jenkins, 2003), portraying personal accomplishments (Lemelin, 2006), actualising social roles (Larsen, 2006) and attempting to capture the un-photographable meaning and aura of special places (Garlick, 2002).

Complete Chapter List

Search this Book:
Reset