Analyzing destination branding and image from online sources: A web content mining approach

Clemens Költringer and Astrid Dickinger

Journal of Business Research, 2015, vol. 68, issue 9, 1836-1843

Abstract: Destination image, place brand, and branding continue to receive attention by researchers and industry. However, a thorough definition and differentiation of these terms and further investigation are still necessary. Digital information sources provide relevant image formation and branding agents and thus, potentially impact travelers' image and serve as platforms to communicate perceptions. With abundant online information on places available, the data offer insights into the brand identity communications and the image perceptions by travelers. This study presents an automated web content mining approach. A total set of 5719 documents inform the online destination representation in various online sources. Results demonstrate how to extract destination brand identity and image through web content mining.

Keywords: Place brand; Destination image; Media monitoring; Text mining; Content analysis; Correspondence analysis (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (45)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315000259
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:9:p:1836-1843

DOI: 10.1016/j.jbusres.2015.01.011

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().