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Destination Image Semiotics: Evidence from Asian and European Upscale Hospitality Services

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  • Estela Marine-Roig

    (Department of Economy and Business, University of Lleida, 25006 Lleida, Catalonia, Spain)

Abstract

Given the importance of semiotics and destination image (TDI) in the field of tourism and hospitality marketing, this study proposes a conceptual model that integrates Peirce’s semiotic triad, Grönroos’s quality service model, and Morris’s semiotic trichotomies in the TDI formation circle. The new framework aims to measure the contribution of quality hospitality services to online TDI formation. Using scaled comparisons of homogeneous big data, this framework was empirically tested with all two- and three-star Michelin restaurants and a sample of 100 four- and five-star hotels, all located in Asia and Europe, reviewed in 317,979 online travel reviews (OTRs) hosted on TripAdvisor. The results showed that three-star restaurants and five-star hotels are more popular in terms of the number of OTRs, but diners and guests are more satisfied with and loyal to two-star restaurants and four-star hotels. This big data finding contradicts previous survey-based research on quality services. Instead, the results confirm that consumer satisfaction positively affects consumer loyalty. The new approach to the TDI from a semiotic perspective—destination image semiotics—can represent a paradigm shift in the analysis of TDI through user-generated content (UGC). The proposed conceptual framework integrates several sound theoretical models to extract maximum insights from UGC.

Suggested Citation

  • Estela Marine-Roig, 2024. "Destination Image Semiotics: Evidence from Asian and European Upscale Hospitality Services," Tourism and Hospitality, MDPI, vol. 5(2), pages 1-17, June.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:2:p:29-488:d:1410647
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    References listed on IDEAS

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    1. María-Victoria Sánchez-Rebull & Veronika Rudchenko & Juan-Carlos Martín, 2018. "The antecedents and consequences of customer satisfaction in tourism: a systematic literature review," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 24(1), pages 151-183, May.
    2. Marc Vallverdu-Gordi & Estela Marine-Roig, 2023. "The Role of Graphic Design Semiotics in Environmental Awareness Campaigns," IJERPH, MDPI, vol. 20(5), pages 1-19, February.
    3. Do-Hyung Park & Sungwook Lee, 2021. "UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea," Sustainability, MDPI, vol. 13(17), pages 1-13, August.
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