Internet - An Agent of Tourism Destination Image Formation: Content and Correspondence Analysis of Istria Travel Related Websistes

Abstract

primarily due to its complex conceptual nature and its important role in influencing tourist decision making. Destination images are derived from a wide spectrum of information sources, including Internet. Increased number and variety of on-line information about the tourism destinations introduced new challenges to achieving effective destination marketing. Research of Internet as an image formation agent is still in its infancy. Thus, this study attempts to: (a) determine the importance of managing and delivering desired destination image on-line; (b) identify the image representations of Istria as tourism destination on the Internet by analyzing and comparing the narrative and visual contents of a variety of web information sources (official tourism website of Istria, tour operators and travel agents' websites, online travel magazine and guide websites, and on-line travel blogs). The paper begins with theoretical analysis of tourism destination image. Follows the argument about significance of Internet as tourists’ source of information. Accordingly, emphasized is the role of Internet as an agent in tourism destinations image formation. Finally, presented are content and correspondence analyses of Istria travel related websites conducted in this paper. Results of this research promote better understanding of the multiplicity of destination image representations on the web and the challenges of managing the destination image on-line.