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User-generated Content as a Source of Knowledge About Destination Image on the Example of Kołobrzeg

Purpose. The aim of the study was to assess factors influencing the image of a destination expressed in the content generated by Internet users. Available analyses indicate that the basic sources of knowledge about destinations are word-of-mouth (including those published in content generated by Internet users) and data on the web. Within the context of constantly growing access to the Internet, it is impossible to overestimate the data provided on it. The way they are searched, collected and analysed is a significant challenge for researchers. 
Method. Research was conducted on the basis of the content analysis method. The analysis included content generated by users of the TripAdvisor, Zoover and Twitter platforms about the city of Kolobrzeg. To obtain data, an indexing robot (web crawler) was used. 
Findings. The conducted research indicates the usefulness and importance of the content analysis method in the evaluation of determinants shaping the image of a destination. Evaluation of the content published on the analysed websites allows to identify a positive image of Kołobrzeg. The most significant factors in evaluating the image of Kołobrzeg are tourist attractions and events as well as foodservices and accommodation facilities. 
Research and conclusions limitations. The study covered only the content published on open Internet platforms, which do not require logging in or access to hidden data. Only textual content was analysed, without published photos or images. The results refer to one destination and to content obtained from 3 selected social networking sites: Zoover, TripAdvisor and Twitter. It is not possible to generalise them to all destinations. 
Practical implications. In the study,a number of potential issues have been identified. They should be considered in the process of destination image creation. The results can be used by local authorities and tourism organisations responsible for promotion. They may also serve as a basis for the development of promotional materials by entrepreneurs who wish to adjust their offers to the expectations of the target audience.
Originality of paper. Research on the image of destinations are usually based on survey methods and obtaining direct feedback from the addressees of the offer. The study conducted by the author is based on analysis regarding the content of opinions published by the Internet users, which allows for triangulation of information sources. The results of the study allowed to determine the most important factors influencing the image of Kolobrzeg.
Type of paper. Empirical article.

