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The image of Greece as a tourist destination presented in Russian travel blogs: Content textual analysis of Russian travel blogs about Greece
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Each destination has its own image that emerges within tourists and which is based on positive and negative associations. The destination selection process of tourists is significantly influenced by the available information about it. One of the most popular information sources used by modern tourists in order to get a better idea about a destination is a travel blog, a new type of media aimed to help tourists to share their travel experiences with others. Thus, the information presented by travel bloggers plays a significant role in destination image formation and should be considered by destination marketers. The aim of this study is to define the image of Greece as a tourist destination presented in Russian travel blogs and focus on the strong and weak attributes of the destination. For analysis there are selected Russian bloggers who describe their post travel experience in Greece. A total amount of 100 blog posts written by 50 Russian travel bloggers were gathered and analysed by using NVIVO software. With the use of content analysis, the information found in the blogs is divided into five main themes. Each theme represents the most popular discussion topics by the bloggers. The analysis defines that the sample in this research focused on topics in their blogs such as: natural, social, cultural environment, tourist facilities and value. There are also made interesting observations concerning the processes of image formation based on the examples from the analyzed blogs, as well as the contract of the social environment observed by tourists in the capital and the islands. This study contributes to the development of destination image of Greece and the better understanding of modern Russian tourists and their needs.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Destination Image, Image Formation, Travel Blogs, Content Analysis, Greece, Russian Tourists, Social Media
National Category
Human Geography
Identifiers
URN: urn:nbn:se:du-29521OAI: oai:DiVA.org:du-29521DiVA, id: diva2:1289590
Available from: 2019-02-18 Created: 2019-02-18

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf