IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i19p12333-d927931.html
   My bibliography  Save this article

Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities

Author

Listed:
  • Mihai F. Băcilă

    (Faculty of Economics and Business Administration, Babeș-Bolyai University, 400084 Cluj-Napoca, Romania)

  • Raluca Ciornea

    (Faculty of Economics and Business Administration, Babeș-Bolyai University, 400084 Cluj-Napoca, Romania)

  • Luiza M. Souca

    (Faculty of Economics and Business Administration, Babeș-Bolyai University, 400084 Cluj-Napoca, Romania)

  • Alexandra M. Drule

    (Faculty of Economics and Business Administration, Babeș-Bolyai University, 400084 Cluj-Napoca, Romania)

Abstract

Rapid population expansion and poorly managed economic growth, unprecedented anthropogenic climate changes, non-renewable natural resources depletion, environmental pollution, social inequity, and loss of cultural integrity generate a global context that calls for urgent adoption of a sustainable development approach in major industries, including tourism. Sustainable tourism development requires the mobilization of tourism stakeholders at all levels and on the demand side through actions related to the travel decision-making process. To stimulate attitude formation and adoption of sustainable tourist behaviors, Destination Management Organizations (DMOs)—the main organizations responsible for sustainable destination development—need to adopt sustainable-oriented communication actions when building the destination image. As tourism stakeholders’ perspective is under-investigated for destination image projection and communication, this paper aimed at assessing the integration of sustainable tourism principles in the promotion of destinations by DMOs; the focus was placed on video advertisements posted on the primary online source of tourism information, social media. Through a content analysis of DMOs’ social media advertisements for the 50 most visited cities in the world, the current study revealed that elements covering all three dimensions of sustainability (economic, socio-cultural, natural) were featured in the commercial discourse, but not in a sustainable explicit standpoint. Besides, the content sporadically reflected sustainable governmental initiatives and projected responsible tourist behavior, while it lacked specific sustainable tourism-related terms. Moreover, several highly popular cities did not have promotional videos. The paper contributes to the body of knowledge on destination image formation by providing evidence from the supply’s side along with an original content analysis grid which can be used to capture and evaluate the sustainable tourism dimensions as portrayed in advertising videos of cities. Additionally, it offers practical implications for DMOs’ marketing communication strategies.

Suggested Citation

  • Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12333-:d:927931
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/19/12333/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/19/12333/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chien-Chiang Lee & Mei-Ping Chen & Wenmin Wu & Wenwu Xing, 2021. "The impacts of ICTs on tourism development: International evidence based on a panel quantile approach," Information Technology & Tourism, Springer, vol. 23(4), pages 509-547, December.
    2. Liyun Zeng & Rita Yi Man Li & Xuankai Huang, 2021. "Sustainable Mountain-Based Health and Wellness Tourist Destinations: The Interrelationships between Tourists’ Satisfaction, Behavioral Intentions, and Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-20, December.
    3. Cernat, Lucian & Gourdon, Julien, 2005. "Is the concept of sustainable tourism sustainable? Developing the Sustainable Tourism Benchmarking Tool," MPRA Paper 4178, University Library of Munich, Germany.
    4. Wu, Chih-Wen, 2016. "Destination loyalty modeling of the global tourism," Journal of Business Research, Elsevier, vol. 69(6), pages 2213-2219.
    5. Guijin Ding & Jinfeng Wu, 2022. "Influence of Tourism Safety Perception on Destination Image: A Case Study of Xinjiang, China," Sustainability, MDPI, vol. 14(3), pages 1-21, January.
    6. Jennifer Kim Lian Chan & Kamarul Mizal Marzuki & Tini Maizura Mohtar, 2021. "Local Community Participation and Responsible Tourism Practices in Ecotourism Destination: A Case of Lower Kinabatangan, Sabah," Sustainability, MDPI, vol. 13(23), pages 1-18, December.
    7. Perles Ribes, José Francisco & Ivars Baidal , Josep, 2018. "Smart sustainability: a new perspective in the sustainable tourism debate," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, issue 42, pages 151-170.
    8. Ashworth, Gregory & Page, Stephen J., 2011. "Urban tourism research: Recent progress and current paradoxes," Tourism Management, Elsevier, vol. 32(1), pages 1-15.
    9. Tatjana Stanovčić & Mileva Manojlović & Djurdjica Perovic, 2021. "The Relationship between Cultural Tourist Experience and Recommendation Intention: Empirical Evidence from Montenegr," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    10. Alicja Gonia & Aleksandra Jezierska-Thöle, 2022. "Sustainable Tourism in Cities—Nature Reserves as a ‘New’ City Space for Nature-Based Tourism," Sustainability, MDPI, vol. 14(3), pages 1-21, January.
    11. Manuel Rodríguez Díaz & Tomás F. Espino Rodríguez, 2016. "Determining the Sustainability Factors and Performance of a Tourism Destination from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 8(9), pages 1-17, September.
    12. Samah Ibnou-Laaroussi & Husam Rjoub & Wing-Keung Wong, 2020. "Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    13. Meqbel M. Aliedan & Abu Elnasr E. Sobaih & Ibrahim A. Elshaer, 2021. "Influence of Cities-Based Entertainment on Tourist Satisfaction: Mediating Roles of Destination Image and Experience Quality," Sustainability, MDPI, vol. 13(19), pages 1-14, October.
    14. Mihalic, Tanja, 2020. "Conceptualising overtourism: A sustainability approach," Annals of Tourism Research, Elsevier, vol. 84(C).
    15. Shahida Kanwel & Zhou Lingqiang & Muhammad Asif & Jinsoo Hwang & Abid Hussain & Arif Jameel, 2019. "The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
    16. Jacobsen, Jens Kr. Steen & Iversen, Nina M. & Hem, Leif E., 2019. "Hotspot crowding and over-tourism: Antecedents of destination attractiveness," Annals of Tourism Research, Elsevier, vol. 76(C), pages 53-66.
    17. Maria Palazzo & Iza Gigauri & Mirela Clementina Panait & Simona Andreea Apostu & Alfonso Siano, 2022. "Sustainable Tourism Issues in European Countries during the Global Pandemic Crisis," Sustainability, MDPI, vol. 14(7), pages 1-21, March.
    18. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    19. Lee, Tsung Hung & Jan, Fen-Hauh & Yang, Chung-Cheng, 2013. "Conceptualizing and measuring environmentally responsible behaviors from the perspective of community-based tourists," Tourism Management, Elsevier, vol. 36(C), pages 454-468.
    20. Ksenija Leković & Slavica Tomić & Dražen Marić & Nikola V. Ćurčić, 2020. "Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    21. Sánchez-Ledesma, Esther & Vásquez-Vera, Hugo & Sagarra, Natàlia & Peralta, Andrés & Porthé, Victoria & Díez, Èlia, 2020. "Perceived pathways between tourism gentrification and health: A participatory Photovoice study in the Gòtic neighborhood in Barcelona," Social Science & Medicine, Elsevier, vol. 258(C).
    22. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    23. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    24. Vasja Roblek & Danijel Drpić & Maja Meško & Vedran Milojica, 2021. "Evolution of Sustainable Tourism Concepts," Sustainability, MDPI, vol. 13(22), pages 1-21, November.
    25. Qian Jin & Hui Hu & Philip Kavan, 2016. "Factors Influencing Perceived Crowding of Tourists and Sustainable Tourism Destination Management," Sustainability, MDPI, vol. 8(10), pages 1-17, September.
    26. Wei Sun & Shoulian Tang & Fang Liu, 2021. "Examining Perceived and Projected Destination Image: A Social Media Content Analysis," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    27. Meijing Zhou & Hu Yu, 2022. "Exploring How Tourist Engagement Affects Destination Loyalty: The Intermediary Role of Value and Satisfaction," Sustainability, MDPI, vol. 14(3), pages 1-17, January.
    28. Llodrà-Riera, Isabel & Martínez-Ruiz, María Pilar & Jiménez-Zarco, Ana Isabel & Izquierdo-Yusta, Alicia, 2015. "A multidimensional analysis of the information sources construct and its relevance for destination image formation," Tourism Management, Elsevier, vol. 48(C), pages 319-328.
    29. Bolwell, Dain. & Weinz, Wolfgang., 2008. "Reducing poverty through tourism," ILO Working Papers 994246573402676, International Labour Organization.
    30. Muhammad Saeed Ashraf & Fujun Hou & Woo Gon Kim & Wasim Ahmad & Rana Umair Ashraf, 2020. "Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 54-71, January.
    31. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    32. Munar, Ana María & Jacobsen, Jens Kr. Steen, 2014. "Motivations for sharing tourism experiences through social media," Tourism Management, Elsevier, vol. 43(C), pages 46-54.
    33. Julian Philipp & Hannes Thees & Natalie Olbrich & Harald Pechlaner, 2022. "Towards an Ecosystem of Hospitality: The Dynamic Future of Destinations," Sustainability, MDPI, vol. 14(2), pages 1-22, January.
    34. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    35. repec:ilo:ilowps:424657 is not listed on IDEAS
    36. Maysa Ali Selim & Noura Anwar Abdel-Fattah & Yasmine Sabry Hegazi, 2021. "A Composite Index to Measure Smartness and Competitiveness of Heritage Tourism Destination and Historic Building," Sustainability, MDPI, vol. 13(23), pages 1-24, November.
    37. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    38. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    2. Mariani, Marcello M. & Di Felice, Marco & Mura, Matteo, 2016. "Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations," Tourism Management, Elsevier, vol. 54(C), pages 321-343.
    3. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    4. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    5. Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    6. Assumpcio Huertas & Estela Marine-Roig, 2016. "User reactions to destination brand contents in social media," Information Technology & Tourism, Springer, vol. 15(4), pages 291-315, January.
    7. Almeyda, Marta & George, Babu, 2020. "Customer-Based Brand Equity For Tourist Destinations: A Comparison Of Equities Of Puerto Rico And The Us Virgin Islands," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(2), pages 148-172.
    8. Tamara Curlin & Mirjana Pejic Bach & Ivan Miloloza, 2019. "Use of Twitter by National Tourism Organizations of European Countries," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 17(1-B), pages 226-241.
    9. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Predicting Private and Public Pro-Environmental Behaviors in Rural Tourism Contexts Using SEM and fsQCA: The Role of Destination Image and Relationship Quality," Land, MDPI, vol. 11(3), pages 1-30, March.
    10. Yeajin Joo & Hwayoon Seok & Yoonjae Nam, 2020. "The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 12(10), pages 1-14, May.
    11. Hui-Ming Kuo & Jung-Yao Su & Cheng-Hua Wang & Pinyapat Kiatsakared & Kuan-Yu Chen, 2021. "Place Attachment and Environmentally Responsible Behavior: The Mediating Role of Destination Psychological Ownership," Sustainability, MDPI, vol. 13(12), pages 1-16, June.
    12. Egbert Van der Zee & Dario Bertocchi, 2018. "Finding patterns in urban tourist behaviour: a social network analysis approach based on TripAdvisor reviews," Information Technology & Tourism, Springer, vol. 20(1), pages 153-180, December.
    13. Dan Zhu & Jiayi Wang & Meifang Wang, 2022. "Sustainable Tourism Destination Image Projection: The Inter-Influences between DMOs and Tourists," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    14. Arpan Kumar Kar & Sunil Kumar & P. Vigneswara Ilavarasan, 2021. "Modelling the Service Experience Encounters Using User-Generated Content: A Text Mining Approach," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 267-288, December.
    15. Tatjana Mamula Nikolić & Sanja Popović Pantić & Ivan Paunović & Sanja Filipović, 2021. "Sustainable Travel Decision-Making of Europeans: Insights from a Household Survey," Sustainability, MDPI, vol. 13(4), pages 1-21, February.
    16. Valentina Ndou & Eglantina Hysa & Ylenia Maruccia, 2023. "A Methodological Framework for Developing a Smart-Tourism Destination in the Southeastern Adriatic–Ionian Area," Sustainability, MDPI, vol. 15(3), pages 1-30, January.
    17. Vo Viet Hung & Sandeep Kumar Dey & Zuzana Vaculcikova & Le Trieu Hoang Anh, 2021. "The Influence of Tourists’ Experience on Destination Loyalty: A Case Study of Hue City, Vietnam," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    18. Getz, Donald & Page, Stephen J., 2016. "Progress and prospects for event tourism research," Tourism Management, Elsevier, vol. 52(C), pages 593-631.
    19. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    20. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12333-:d:927931. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.