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Destination image in Uzbekistan – heritage of the Silk Road and nature experience as the core of an evolving Post Soviet identity
Dalarna University, School of Technology and Business Studies, Human Geography.ORCID iD: 0000-0002-4919-4462
Dalarna University, School of Technology and Business Studies, Human Geography.ORCID iD: 0000-0002-2051-7555
2018 (English)In: Service Industries Journal, ISSN 0264-2069, E-ISSN 1743-9507, p. 1-16Article in journal (Refereed) Epub ahead of print
Abstract [en]

ABSTRACTThe purpose of this research is to analyze the destination image of Uzbekistan presented by the DMO and the destinations images emerging from user generated content in social media posts. In this study, promotional images and user-generated images on the platform Instagram were examined by using content-semiotic analysis. The main findings show that the destination image of Uzbekistan is dominated by heritage and reference to ancient cultural traditions of the region. However, the image represented through user generated content on Instagram is more diverse and to a larger extent depict the destination through natural heritage and experiences in the natural landscape. Furthermore, Uzbekistan is concurrently trying to create a post-Soviet identity through a focus on its history prior to the Soviet past, with focus on heritage of the Great Silk Road which highlight that destination image construction is related to geo-political processes in society which includes contestations of national identity.

Place, publisher, year, edition, pages
Routledge , 2018. p. 1-16
Keywords [en]
Destination image, content-semiotic analysis, post-Soviet identity, tourism representations, the Great Silk Road, Uzbekistan
National Category
Human Geography
Research subject
Complex Systems – Microdata Analysis
Identifiers
URN: urn:nbn:se:du-28534DOI: 10.1080/02642069.2018.1519551OAI: oai:DiVA.org:du-28534DiVA, id: diva2:1252158
Available from: 2018-10-01 Created: 2018-10-01 Last updated: 2019-11-26Bibliographically approved

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Heldt Cassel, SusannaBrandt, Daniel

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
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