Traveller-Generated Contents for Destination Image Formation: Mainland China Travellers to Taiwan as a Case Study

Abstract

This study examines destination image (DI) formation through user-generated web contents. Recently, web contents developed by peers have become one of the most popular information sources for travel planning purposes. After conducting a content analysis and text mining of a sample of 1033 blog articles (2009–2013), this study found that attraction to images of activities and positive/negative impressions with five categories (attraction, shopping, food and beverage, accommodation and transportation) form travellers’ DI. The study results suggest that traveller-generated web contents can be especially useful for DI analyses in marketing and management. This study also highlights the importance of understanding DI formation from traveller-generated contents and the challenges for those in tourism marketing to narrow the gap.