Building Destination Image through Online Opinionated Discourses. The Case of Swiss Mountain Destinations

Silvia Ascaniis (), Nicole Bischof () and Lorenzo Cantoni ()
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Silvia Ascaniis: Università della Svizzera italiana (USI, University of Lugano)
Nicole Bischof: Università della Svizzera italiana (USI, University of Lugano)
Lorenzo Cantoni: Università della Svizzera italiana (USI, University of Lugano)

A chapter in Information and Communication Technologies in Tourism 2013, 2013, pp 94-106 from Springer

Abstract: Abstract Tourism decision-making reflects the unique characteristics of tourism products, that are intangible, heterogeneous, perishable and expensive, and are therefore regarded as high risk. Consumers often engage in extensive information search in order to reduce the risk of deceptions. In high-risk decisions, word-of-mouth represents a more influential source of information than impersonal or official media sources, because of their perceived high reliability. From a logic-pragmatic point of view, argumentation is the form of reasoning used for decision-making, and arguments are the basis for evaluating the alternatives at hand. The paper presents a study where a corpus of forum posts about the top five Swiss mountain destinations covering the time frame of one year have been analyzed, in order to identify and classify tourists’ arguments for recommending/not recommending a visit. The analysis of arguments allowed to sketch the destination image resulting from online discourses.

Keywords: Online travel forum; Arguments; Decision-making; Mountain destination (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36309-2_9

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DOI: 10.1007/978-3-642-36309-2_9

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