An Evaluation of Toronto’s Destination Image through Tourist Generated Content on Twitter

Clarke, Hillary; Hassanien, Ahmed

Abstract

This study aims at evaluating the cognitive, affective, and conative components of destination image from the perception of tourists on social media. The netnography technique is used for data analysis and interpretation. Through a textual content analysis approach, an interpretation of meaning of content produced from tweets by tourists is conducted. The findings show that destination attractions were the most commented on component of the cognitive component. Throughout the travelling process, tourists assessed the affective destination image. It was found that tourists' evaluation was of favourable emotions towards Toronto as a destination. The conative component was assessed before, during, and after visiting Toronto. Tourists provided insight into their behaviour online through personal updates and information sharing. The research outcomes provide scholars and practitioners with greater insight into the dimensions of destination image formed by user-generated content from tourists and their usefulness for information exchange in various settings.

Citation

Clarke, H., & Hassanien, A. (2020). An Evaluation of Toronto’s Destination Image through Tourist Generated Content on Twitter. International Journal of Customer Relationship Marketing and Management, 11(2), 1-16. https://doi.org/10.4018/IJCRMM.2020040101

• Journal Article Type: Article
• Publication Date: 2020
• Deposit Date: Mar 27, 2025
• Journal: International Journal of Customer Relationship Marketing and Management
• Print ISSN: 1947-9247
• Electronic ISSN: 1947-9255
• Publisher: IGI Global
• Peer Reviewed: Peer Reviewed
• Volume: 11
• Issue: 2
• Article Number: 1
• Pages: 1-16
• DOI: https://doi.org/10.4018/IJCRMM.2020040101
• Public URL: http://researchrepository.napier.ac.uk/Output/4189543