Identifying Unique Features of Norway Destination Image: Evidence from User-Generated Content

Abstract

While there has been considerable research on the concept of destination image, there is a notable gap in the literature regarding exploring Norway's destination image (DI) through User-Generated Content (UGC). This study uses content analysis to identify the key themes that appear in tourists’ UGC and are associated with satisfaction and dissatisfaction. Our research results demonstrated nine dominant themes in descriptions of Norway travel experiences: “Norway,” “places,” “train,” “hiking,” “rental,” “expensive,” “hotel,” “northern lights,” and “restaurants.” The themes used with negative comments were “train,” “rental,” and “expensive.” The benefits of incorporating UGC in tourist research are highlighted by the excellent insights acquired. The findings also provide a visual depiction of the primary themes and concepts in visitors' narratives, allowing for a better understanding of the key features of destination image.

Destination Image Semiotics: Evidence from Asian and European Upscale Hospitality Services

“…From it, Peirce's triad of sign-object-interpretant is deduced. Regarding the relationships between signs and objects, Peirce divides signs into (1) icons that have a resemblance to the object, e.g., a picture or a diagram; (2) indices that relate in some real way to the object, e.g., a signpost, the symptom of an illness; (3) symbols that have no similarity or physical connection to the object, e.g., a flag or a swastika. These sign categories are not mutually exclusive [19].…”

“…The main challenge facing the sector is the direct and immediate access of users to information through the internet. Due to digitization, prospective tourists have access to information not only from destination marketing and management organizations (DMOs) but also from user-generated content (UGC) shared on social media [2]. Internet search engines and social networks [3] are the most common sources for obtaining information about the next vacation spot.…”