The Relation between Destination Image and Social Media user Engagement – theoretical Approach

Abstract

The scientific goal of this article is the building of the assumptions of the theoretical model of the tourist destination image development through strengthening the engagement of social media users. The content management influencing users’ cognitive, behavioural and emotional activities, was used as a key factor of the study.The main research method used was the comparative analysis of scientific literature. In order to determine the user's preferences relating to the nature of the social media content, the diagnostic survey method was used. The heuristic method was used to develop causal relationships and structures associated with these scientific questions in the proposed assumptions of the future model.The results of the studies suggest that behavioural stimulation and creation of user behavioural activities of social media users can potentially be used for effective image building of the destinations. Particularly interesting in this regard seems to be the possible to use of photographs relating to the destination.