Towards a Better Understanding of the Cognitive Destination Image of Euskadi-Basque Country Based on the Analysis of UGC

  • Ainhoa Serna
  • Jon Kepa Gerrikagoitia
  • Aurkene Alzua
Conference paper


The user-generated content (UGC) and web 2.0 have allowed substantial changes in the dynamics of the travel and tourism sector. Tourism marketing is conditioned by the importance of the Internet as a channel for promotion and marketing. Thus, UGC and social networks become a valuable source to achieve a proper management of the cognitive image that a visitor can have on a destination. Despite the great importance of the destination image there is not a universally accepted and validated model. The presented research work aims to contribute in the knowledge and understanding of the cognitive destination image of the Basque Country through the UGC. The present work aims to validate an image model of reference by means of digital content. The final goal is to produce the method, which enables to relate the perceived image by visitors with the projected image by marketing strategies driven by the DMO.


Destination image Image model Content analysis Natural language processing Text mining Online experiences Social media analysis 


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Copyright information

© Springer International Publishing Switzerland 2013

Authors and Affiliations

  • Ainhoa Serna
    • 1
  • Jon Kepa Gerrikagoitia
    • 2
  • Aurkene Alzua
    • 2
  1. 1.Faculty of Engineering, Electronics and Computing DepartmentMondragon UnibertsitateaMondragonSpain
  2. 2.Competence Research Center in TourismCICtourGUNEGipuzkoaSpain

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