Destination image analytics for tourism design: An approach through Airbnb reviews
This study embraces destination image analytics, design thinking and peer-to-peer accommodation services. The paper aims to support marketers in rethinking the way they design destination experiences and marketing strategies by synergising with contemporary trends in the peer-to-peer accommodation s...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión enviada para evaluación y publicación |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repositorio: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:10459.1/464199 |
| Acceso en línea: | https://doi.org/10.1016/j.annals.2020.103100 https://hdl.handle.net/10459.1/464199 |
| Access Level: | acceso abierto |
| Palabra clave: | Online travel review Peer-to-peer accommodation platform Destination image analytics Compositional Data Analysis (CoDa) Tourist experience design |
| Sumario: | This study embraces destination image analytics, design thinking and peer-to-peer accommodation services. The paper aims to support marketers in rethinking the way they design destination experiences and marketing strategies by synergising with contemporary trends in the peer-to-peer accommodation sector and help integrate them into destination marketing systems. Thus, a holistic process is developed to reveal how destination image is constructed that applies compositional data analysis on almost one million Airbnb reviews from four Spanish urban destinations on a temporal basis (two consecutive periods). The designative aspect of image distinguishes the destinations, and temporal image trends are observed. These insights allow marketers to re-formulate and design marketing and experience strategies that align with the needs and experiences of contemporary tourists. |
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