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A Conceptual Framework to Understand Online Destination Images

This chapter proposes a new conceptual model to understand the construction of online destination images. This will lead to a more accurate and realistic portrayal of how destination images are created, and allow destination managers (and other stakeholders) to better understand the images promoted, and how these comport with the actual experience of users. The model integrates a sequential and mixed methods approach, enabling a conceptualization of how user generated content (UGC) is utilized to formulate and construct destination images.