Destination Image on the DMO's Platforms: Official Website and Social Media

• Molinillo, Sebastian ^[1] ; Liébana-Cabanillas, Francisco ^[2] ; Anaya-Sánchez, Rafael ^[1]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
  2. [2] Universidad de Granada

     Universidad de Granada

     Granada, España

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 13, Nº. 3, 2017, págs. 5-14
• Idioma: inglés
• DOI: 10.18089/tms.2017.13301
• Títulos paralelos:
  • Imagen del destino en las plataformas de la OGD:: sitio web oficial y medios sociales
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Los turistas se forman una imagen del destino teniendo en cuenta la información recibida a través de canales como los medios sociales y la web oficial de la Organización Gestora del Destino (OGD). A pesar de la relevancia de estos canales pocos trabajos han analizado las posibles diferencias en su influencia en la formación de la imagen. Adicionalmente, el efecto de la distancia psicológica en el proceso de construcción de la imagen del destino no ha sido suficientemente evaluado en un contexto online. En esta investigación se propone un modelo para explicar la formación de la imagen del destino en función de la fuente de información online empleada y de la distancia psicológica percibida. El modelo propuesto es contrastado con un estudio empírico con 264 encuestados, mediante un análisis PLS. Los resultados muestran que la distancia psicológica no influye en la imagen global del destino. Además, la imagen global del destino puede estimarse en mayor medida cuando los turistas abordan los medios sociales como su principal fuente de información. Se discuten las implicaciones y las conclusiones.

  • English

    Tourists usually configure and develop ideas about possible destinations based on information previously gathered from both social media and the official web of the destination management organization (DMO). In spite of the relevance of said information sources, there have not been many studies evaluating how these different sources influence the destination image. This research proposes a model intended to explain the image creation process of a destination taking into account both the DMO’s online platforms and the perceived psychological distance. The proposed model is tested with an empirical study including a questionnaire which collects data from 264 participants. The validity of the model is reviewed through PLS analysis. Results show that the psychological distance does not influence the overall destination image. In addition, the overall destination image can be estimated to a larger extent when tourists approach social media as their main source of information. Implications and conclusions are discussed.

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