A Pictorial Analysis of Destination Images on Pinterest: The Case of Tokyo, Kyoto, and Osaka, Japan

ABSTRACT

Based on the recent trend that social network sites (SNSs) have been replacing traditional sources of information, this study seeks to examine the representative characteristics of pictorial information in both destination marketing organizations’ (DMOs) websites and SNSs (i.e. Pinterest.com), focusing on three major cities in Japan. Analyzing photos in terms of 13 categories, this study revealed that differences exist between two channels indicating an inconsistency between travelers’ interests and marketers’ projections. Based on the results, the study suggests possible DMOs’ marketing strategies utilizing SNSs to facilitate and reinforce favorable destination images.

KEYWORDS:

• Destination image
• destination marketing organizations
• Pinterest
• social network sites
• Japan

Additional information

Notes on contributors

Seob-Gyu Song

Seob-Gyu Song, Hospitality Management, University of Missouri, 111 Eckles Hall, Columbia MO, USA (E-mail: [email protected]).

Dae-Young Kim

Dae-Young Kim is Associate Professor of Hospitality Management, University of Missouri, 115 Eckles Hall, Columbia MO, USA (E-mail: [email protected]).