Dottorato in COMUNICAZIONE, RICERCA SOCIALE E MARKETING

Titolo della tesi: Examining the role of Online Community Feedback, Travel Vloggers and Public as well as Private sector in creating Destination Image---An analysis through Qualitative Approach

This thesis comprised of 3 papers, in each paper authors have explored role of one element in creation of destination image of tourist places. At first the study investigates the impact of user generated content on online platforms, mainly known as ‘Online Community Feedback’ (OCF). This study aims to highlight the importance of OCF in developing destination image. Content and feedback given by past visitors are more trustworthy as compare to any other information sources including advertisements by site managers or information from government ministries. Based on this phenomena authors of this paper have categorized and analyzed the feedback and comments of past tourist of Gilgit Baltistan Region of Pakistan. Authors have adopted unstructured approach and manual approach to categorize the feedback into different parameters. Top 5 places of Pakistan as per tripadvisor.com, were chosen for analysis and study. Then in 2nd paper authors have explored role of travel vloggers by using netnographic approach. Travel vloggers are leading digital influencers in today’s era who share their opinions through vlogs and create influence on their audience. To better understand this phenomenon this research investigates their influence on creating destination as well as country image. Authors of this paper have chosen Pakistan as a destination to study, to accompany, travel vlogs of 2 solo female were considered. Authors have considered online comments of the audience, as the majority of their viewers had neither a positive nor adverse perception of Pakistan. At last phase, authors have explored role of private and public sector in creation of destination image, based on past events. Based on this, several recommendations are made to government officials and tourist site managers to bring improvements on the site so that future tourists may choose that place for their next visit. Key Words: Online Community Feedback, Travel vloggers, Netnography, Digital Influencers, Private and Public Sector, Destination Image,