Abstract
This presentation considers if, and to what extent, social media can change the viewer’s image of a tourism destination as well as which types of visual content are most effective. The results from an online survey, which compared three different test groups and their image of Mexico City, showed that UGC images from Instagram, as well as random Google images, were more effective at improving destination image than UGC images reposted by a DMO. Additionally, the study used image annotation to determine which features in images were most important in terms of their contribution to an improvement in overall destination image.
| Original language | English |
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| Publication status | Published - 11 Oct 2018 |
| Event | TURITEC 2018: XII Tourism and Information & Communication Technology Conference - Malaga, Spain Duration: 10 Oct 2018 → 11 Oct 2018 http://turitec.com/en/ |
Conference
| Conference | TURITEC 2018 |
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| Country/Territory | Spain |
| City | Malaga |
| Period | 10/10/2018 → 11/10/2018 |
| Internet address |