Abstract
The aim of this paper is to analyse and compare destination image on official tourism websites with the image expressed by tourists in travel blogs and reviews in order to assess image congruency and identify image gaps at different geographical brand levels. This is done through a massive computerized semi-automatic content analysis of attraction factors and geographical elements on official tourism websites and in 46,576 travel blogs and review entries about Catalonia and its sub-regional brands. Our results show relative image congruency at regional level, but significant image gaps at sub-regional levels, indicating the need for coordinated image policies at different geographical levels.
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