Travel Blogs: A Reflection of Positioning Strategies?

Abstract

The growth and popularity of travel blogs on the Internet influenced tourism researchers to see the online narratives as valuable sources of information for destination marketing. This research analyzed the content of travel blogs related to trips to Stratford, Canada to establish the most popular topics of discussion, and the tourists' perceptions of the destination as compared to the current marketing strategies. Three phases of data analysis were completed to achieve both quantifiable and qualitative results reflecting the travel experiences. CATPAC II was used to generate a frequency output as well as neural network analysis, which provided the base for a deductive qualitative content analysis. The findings suggest that Stratford is primarily seen as a cultural and culinary destination, representing only two of the destination identities promoted by the destination. Methodological and practical implications are discussed.

Keywords:

• travel blogs
• destination marketing
• CATPAC
• positioning strategy

Acknowledgments

The author would like to acknowledge the support of Eugene Zakreski, Executive Director, Stratford Tourism Alliance in providing the information needed to complete this research.