Abstract
This chapter aims to help scholars and practitioners understand the importance of various different types of visual and textual user generated content in online and social media's contribution to destination image. It will also outline the steps that can be taken to leverage the favorable postings, while mitigating against the impact of unfavorable postings made in online and social media, particularly those which are in the public domain. The examples that are offered are drawn from: Europe, Australasia, the Far East, and the USA; from a broad range of destination types including cities, coastal and rural destinations, areas of outstanding natural beauty, heritage sites, and sites of ecological biodiversity; from a range of sources, including tourists, residents and local businesses; and across a range of social media platforms, particularly focusing on Facebook, Instagram, TripAdvisor, and Twitter.
Published Version
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