Abstract
When addressing the ever-increasing role that social media plays in generating a clear image of the travel destination chosen by tourists, the research and specialty literature tends to be rather limited. Despite an increase in social media-generated content, the process is not yet fully understood, although research suggests the importance of two different factors (i.e., tour-operator-generated content and user-generated content) in influencing destination image formation. In this regard, the present paper aims to examine the most significant factors currently affecting the potential behavior of travelers towards the selection of sustainable destinations. What is more, another purpose of this paper is to explore the effects that tour-operator-generated content and user-generated content have upon the formation of the overall mediating destination image through cognitive and affective destination images. For the current analysis, a structural equation modeling (SEM) method was used in order to test the conceptual model. Data from Shanghai, China (n = 425) were used. The results demonstrate and establish that travel information sources (i.e., tour-operator-generated content and user-generated content) have a positive effect on destination image formation. The analytical results also revealed that in order to select a sustainable destination, travelers are influenced by tour-operator-generated content, as well as by user-generated content, with the effect of the latter being more important and influential. Travelers’ use of social media content has played a key role in the formation of the overall destination image through the mediating effect of cognitive and affective destination images. This research thus provides valuable theoretical and practical implications for academics and practitioners alike, implications which are valuable for the fields of destination marketing and management. Furthermore, practitioners of the management of sustainable destinations can thus make use of the results throughout the entire decision-making process.
Highlights
IntroductionThe use of communication technology is important in the tourism industry, in which competition to attract tourists is the biggest concern for tourist destinations
The use of communication technology is important in the tourism industry, in which competition to attract tourists is the biggest concern for tourist destinations.In order to accomplish this, it is mandatory to enhance the visibility of the destination through an adequate online and social media presence [1]
The findings demonstrate that the measurement model provided a good fit for the data (χ2 = 550.155; comparative fit index (CFI) = 0.965; goodness of fit index (GFI) = 0.912; incremental fit index (IFI) = 0.965; Tucker–Lewis Index (TLI) = 0.960 chisquare/degrees of freedom (χ2/df) = 1.937; probability level (p) < 0.00, and root mean square error of approximation (RMSEA) = 0.047)
Summary
The use of communication technology is important in the tourism industry, in which competition to attract tourists is the biggest concern for tourist destinations. In order to accomplish this, it is mandatory to enhance the visibility of the destination through an adequate online and social media presence [1]. It is necessary to go beyond a basic understanding of how to use social media to promote relevant destinations. Social media content can influence a traveler’s overall image in the selection of sustainable destinations. The information source has been identified as the key factor contributing to destination image formation. Social media information sources contribute to the creation of new opportunities for tourism businesses, through which they can better explore and exploit the destination image [2,3,4].
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