제주대학교 Repository

DESTINATION IMAGE FORMATION AND THE INTERNET

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Abstract
The internet has become a growing repository of not only text, but also photographs and videos. Sites like YouTube provide new ground for the exchange of information. In terms of tourism, this has an impact on destination image formation. Tourists are able to upload images of their experiences at a destination to internationally popular websites and in so doing have a lasting effect on a destination's image and the travel selection process. Businesses and government agencies can also take advantage of the increasing interest in and availability of online video sharing websites. Destination marketers can now observe how their destination is being portrayed by tourists, residents, businesses and government agencies alike and discover which kinds of videos are most widely viewed. This information has great potential for increased intelligence concerning and manipulation of destination image. This study is based on an inductive approach to the development of a model for future research into destination image formation, online destination image, videos of tourist destinations and online destination marketing. It contains an analysis of the characteristics of the most popular videos of Jeju Island posted on www.youtube.com, the most widely known and visited free video sharing website. The sample consists of 175 videos of Jeju Island, selected through convenience sampling out of a population of 561. Relationships between a video's viewcount and several important variables were discovered. The results are discussed in relation to online destination image and the formation of strategies for destination marketing online.
Author(s)
Richard Jeffrey Pretti
Issued Date
2008
Awarded Date
2008. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000004331
Affiliation
제주대학교 대학원
Department
대학원 관광경영학과
Advisor
徐鏞健
Table Of Contents
1. INTRODUCTION = 1
1.1 BACKGROUND = 1
1.2 PURPOSE OF THE STUDY = 4
1.3 NEED FOR THE STUDY = 8
1.4 DEFINITION OF TERMS = 10
2. LITERATURE REVIEW = 15
2.1 ONLINE DESTINATION IMAGE = 15
2.2 ONLINE DESTINATION MARKETING = 22
3. METHODOLOGY = 28
3.1 OVERVIEW = 28
3.2 RESEARCH MODEL = 29
3.3 SAMPLING DESIGN = 37
3.4 SURVEY METHOD = 38
3.5 METHOD OF ANALYSIS = 39
4. RESULTS = 42
4.1 DESCRIPTIVE STATISTICS = 42
4.2 PARAMETRIC STATISTICS = 56
4.3 ONLINE VIDEO AND DESTINATION IMAGE = 61
4.4 INTERPRETIVE ANALYSIS = 64
5. CONCLUSIONS = 68
5.1 SUMMARY = 68
5.2 IMPLICATIONS = 71
5.3 LIMITATIONS AND FUTURE RESEARCH = 75
6. APPENDIX = 77
REFERENCES = 78
Degree
Master
Publisher
제주대학교 대학원
Citation
Richard Jeffrey Pretti. (2008). DESTINATION IMAGE FORMATION AND THE INTERNET
Appears in Collections:
General Graduate School > Tourism Management
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