How to “Read” a Destination from Images? Machine Learning and Network Methods for DMOs’ Image Projection and Photo Evaluation

• Published in: Journal of travel research Vol. 61; no. 3; pp. 597 - 619
• Main Authors: He, Zeya, Deng, Ning, Li, Xiang (Robert), Gu, Huimin
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.03.2022; SAGE PUBLICATIONS, INC
• Subjects: Machine learning; Marketing; Projected images; Tourism; Tourist attractions; User generated content; destination image; network analysis; core–periphery structure; machine learning

Online photos can reflect tourists’ received destination image and be used to project destination image by destination marketing organizations (DMOs). Studies have identified a gap between projected and received images, highlighting the difficulty DMOs face when selecting content to project the “rig...