Abstract
This study examines the linguistic structure of destination image using China as an example. The phrases the tourists use to describe China's image follow the power-law distribution and exhibit the long tail pattern. The destination image is dominated by a few very popular phrases, but contains a large amount of phrases in small niches. Analysis on Google keyword search volumes shows that those phrases are likely to be the keywords tourists use when searching destination information online. In addition, the tourists who use those niche phrases are more likely to travel to China. Thus, Destination Marketing Organizations should promote the niche images as well as the commonly held images in their online marketing effort.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 132-152 |
| Number of pages | 21 |
| Journal | Annals of Tourism Research |
| Volume | 38 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 1 2011 |
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All Science Journal Classification (ASJC) codes
- Development
- Tourism, Leisure and Hospitality Management
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The long tail of destination image and online marketing. / Pan, Bing; Li, Xiang Robert.
In: Annals of Tourism Research, Vol. 38, No. 1, 01.01.2011, p. 132-152.Research output: Contribution to journal › Article
TY - JOUR
T1 - The long tail of destination image and online marketing
AU - Pan, Bing
AU - Li, Xiang Robert
PY - 2011/1/1
Y1 - 2011/1/1
N2 - This study examines the linguistic structure of destination image using China as an example. The phrases the tourists use to describe China's image follow the power-law distribution and exhibit the long tail pattern. The destination image is dominated by a few very popular phrases, but contains a large amount of phrases in small niches. Analysis on Google keyword search volumes shows that those phrases are likely to be the keywords tourists use when searching destination information online. In addition, the tourists who use those niche phrases are more likely to travel to China. Thus, Destination Marketing Organizations should promote the niche images as well as the commonly held images in their online marketing effort.
AB - This study examines the linguistic structure of destination image using China as an example. The phrases the tourists use to describe China's image follow the power-law distribution and exhibit the long tail pattern. The destination image is dominated by a few very popular phrases, but contains a large amount of phrases in small niches. Analysis on Google keyword search volumes shows that those phrases are likely to be the keywords tourists use when searching destination information online. In addition, the tourists who use those niche phrases are more likely to travel to China. Thus, Destination Marketing Organizations should promote the niche images as well as the commonly held images in their online marketing effort.
UR - http://www.scopus.com/inward/record.url?scp=78650286937&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=78650286937&partnerID=8YFLogxK
U2 - 10.1016/j.annals.2010.06.004
DO - 10.1016/j.annals.2010.06.004
M3 - Article
AN - SCOPUS:78650286937
VL - 38
SP - 132
EP - 152
JO - Annals of Tourism Research
JF - Annals of Tourism Research
SN - 0160-7383
IS - 1
ER -