A Survey on Destination Branding Image Perspective of User Sentiments

Abstract

In a tourism context, the image potential customers have of a destination is a very important issue. Images play an essential role in destination choice matters and in this regard, as tourism services are intangible, images are said to become even more important than reality. The concepts of destination image and destination marketing and branding are closely interrelated. The ultimate goal of any destination is to influence possible tourists’ travel related decision making and choice through marketing activities. It is acknowledged that brand image has an impact on the behavior of individuals. It influences the tourists’ pre-purchase decision-making behavior where destinations with stronger images are more likely to be selected. In this concern,this paper builds upon an existing research that was carried out on tourists’ perspective

Keywords

• Destination Image Branding
• Sentiment Analysis
• User views
• Web content mining
• text mining

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