With this diploma, I want to present the content of travel blogs as a useful source of tourist feedback and cost- efficient source of marketing intelligence. In addition to influencing electronic word-of-mouth, travel blogs represent manifestations of tourist experience, thus revealing the visitor’s impressions, experiences, and most importantly: the perceived destination image. Destination image presents one of the most important factors in tourist decision to visit the destination. Moreover, it is the key to the tourist satisfaction (if the perceived image matches the projected image as is communicated by the destination marketing organizations). The purpose of the diploma work was to identify the gap between two images of a tourist destination on the example of the city of Ljubljana. Based on an analysis of the content of travel blogs and the official Ljubljana Tourism website, I discovered some of the key differences between some of the most commonly used keywords between images. Based on the findings I also prepared some proposals for further destination marketing, although some careful consideration is needed before any implementation due to the considerable limitations of this research.
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