European Tourism Online: Comparative Content Analysis of the ETC Website and Corresponding National NTO Websites
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TL;DR
In this research study the image projections of 10 European Travel Commission (ETC) member country websites are compared with the messages incorporated on the VisitEurope.com-pages for those countries.
Abstract
Pictures and text are basically the two elements that drive marketing promotion. That notion is not new to tourism research. What is new is the study of these two elements in an online environment. Content analysis of online pictures and text can provide a clear idea of the destination images that tourism websites are projecting. In this research study the image projections of 10 European Travel Commission (ETC) member country websites are compared with the messages incorporated on the VisitEurope.com-pages for those countries. The analysis shows mixed results, while for some countries there is a strong concordance between the NTO and ETC image projections, there are discrepancies for other countries. However, for Europe in general, historic and natural environments seem to be important selling propositions overseas.