Projected Versus Perceived Destination Image

Abstract

Due to the spectacular growth of traveler-generated content (TGC), researchers are using TGC as a source of data to analyze the image of destinations as perceived by tourists. In order to analyze a destination's projected image, researchers typically look to websites from destination marketing or management organizations (DMOs). The objective of this study is to calculate the gap between the projected and perceived images of Barcelona, Catalonia, in 2017, using Gartner's classification and applying compositional analysis. The official online press dossier is used as an induced source, the Lonely Planet guidebook as an autonomous source, and a collection of more than 70,000 online travel reviews hosted on TripAdvisor as an organic source. In addition to quantitative content analysis, this study undertakes two thematic analyses: the masterworks of architect Gaudi recognized as UNESCO WHS as part of the cognitive image component and feeling-related keywords as part of the affective image component. The results reveal strong differences between the induced and organic sources, but much smaller differences between the autonomous and organic sources. These results can be useful for DMOs to optimize promotion and supply.