Big data analysis of social media sharing and destination image

Abstract

Nowadays, destination image is evolving and transforming as a result of advanced technology facilitating communication among online users. Social media users are free to express their perceptions of a destination they have visited. Potential tourists are thus possibly influenced by destination-related information read on social media. Social media may therefore serve as a cost-effective marketing tool for destinations. Despite the burgeoning number of studies on social media influence on destination image, studies examining regional destination image of Asian countries on social media platforms are scant. This chapter responds to this research gap and sheds light on the Chinese national development agenda of Guangdong–Hong Kong–Macau Greater Bay Area (GBA) where tourism is one of the industries that benefit from regional development. Specifically, this study employs big data analysis of the top posts in the RED platform of the 11 cities under the GBA and explores the effect of social media in shaping regional destination image. The study offers theoretical insights on tourist perceptions and preferences that regulate destination choice, whereas it carries practical implications to destination management organisations and tourism practitioners with regard to their digital marketing efforts.