Skoči na glavni sadržaj

Tourism and hospitality management, Vol. 31 No. 3, 2025.

Izvorni znanstveni članak

https://doi.org/10.20867/thm.31.3.8

Destination-generated content and their influence on perceived image

Carmen María Hervás Cortina ; Master in Digital Marketing, Research Assistant Universitat de València, Valencia, Spain Department of Commercialization and Market Research
María Eugenia Ruiz Molina orcid id orcid.org/0000-0002-5307-7111 ; PhD, Full Professor, POLIBIENESTAR Research Institute. Universitat de València, Valencia, Spain *
Irene Gil Saura ; PhD, Full Professor POLIBIENESTAR Research Institute. Universitat de València, Valencia, Spain.

* Dopisni autor.

Puni tekst: engleski pdf 449 Kb

verzije

str. 427-438

preuzimanja: 679

citiraj

Sažetak

Purpose – This research examines which type of destination-generated content (DGC),
whether online via social media or offline (brochures and staff interaction at the tourism
office), enables us to distinguish between different segments of tourists based on their
perceived image of the destination.
Methodology/Design/Approach – The analysis was conducted through a quantitative study
involving 300 valid questionnaires collected from tourists in tourism information centres
of the Valencian Community. The study employed the CHAID algorithm and descriptive
statistical techniques to interpret the data.
Findings – The results reveal four segments of tourists, being those most influenced by the
destination’s social media and staff interaction the ones that display the most positive image
of the destination. Additionally, brochures are not significant on their own.
Originality of the research – The results contribute to distinguishing groups of tourists
according to their perceived destination’s image, based on the different types of destinationgenerated content. This differentiation allows for the refinement of promotional strategies for
tourism destinations. Thus, this exploratory research elucidates the specific implications of
destination-generated content, both online and offline, which have received less attention in
the literature compared to user-generated content.

Ključne riječi

Destination-generated content (DGC), destination image, segmentation, CHAID

Hrčak ID:

334789

URI

https://hrcak.srce.hr/334789

Datum izdavanja:

29.8.2025.

Posjeta: 875 *