Web-Content Analysis of the Major Spanish Tourist Destinations Evaluation by Russian Tourists
In the second decade of the XXI century the role of
tourism destination attractiveness is becoming increasingly important
for destination management. Competition in tourism market moves
from ordinary service quality to provision of unforgettable emotional
experience for tourists. The main purpose of the present study is to
identify the perception of the tourism destinations based on the
number of factors related to its tourist attractiveness.
The content analysis method was used to analyze the on-line
tourist feedback data immensely available in Social Media and in
travel related sites. The collected data made it possible to procure the
information which is necessary to understand the perceived
attractiveness of the destinations and key destination appeal factors
that are important for Russian leisure travelers.
Results of the present study demonstrate key attractiveness factors
or destination ‘properties’ that were unveiled as the most important
for Russian leisure tourists. The study targeted five main Spanish
tourism destinations that initially were determined by in-depth
interview with a number of Russian nationals who had visited Spain
at least once.
The research results can be useful for Spanish Tourism
Organization Representation office in Russia as well as for the other
national tourism organizations in order to promote their respective
destinations for Russian travelers focusing on main attractiveness
factors identified in this study.
[1] Cracolici, M. F., & Nijkamp, P. 2009. The attractiveness and
competitiveness of tourist destinations: A study of Southern Italian
regions. Tourism Management, 30(3): 336-344.
[2] WTO Forecast http://mkt.unwto.org/publication/unwto-tourismhighlights-
2014-edition
[3] Buhalis, D. 2000. Marketing the competitive destination of the
future. Tourism management, 21(1): 97-116.
[4] Ritchie, J. R., & Crouch, G. I. 2000. The competitive destination: A
sustainability perspective.
[5] Alavi, J., & Yasin, M. M. 2000. A systematic approach to tourism
policy. Journal of Business Research, 48(2): 147-156.
[6] Enright, M. J., & Newton, J. 2004. Tourism destination competitiveness:
a quantitative approach. Tourism management, 25(6): 777-788.
[7] Kozak, M. 2002. Comparative analysis of tourist motivations by
nationality and destinations. Tourism Management, 23(3): 221-232.
[8] Kozak, M., & Rimmington, M. 1999. Measuring tourist destination
competitiveness: conceptual considerations and empirical
findings. International Journal of Hospitality Management, 18(3): 273-
283.
[9] Ruhanen, L. 2007. Destination competitiveness: meeting sustainability
objectives through strategic planning and visioning. In Advances in
modern tourism research: 133-151.
[10] Bornhorst, T., Brent Ritchie, J. R., & Sheehan, L. 2010. Determinants of
tourism success for DMOs & destinations: An empirical examination of
stakeholders' perspectives. Tourism Management, 31(5), 572-589.
[11] Tung, V. W. S., & Ritchie, J. R. 2011. Exploring the essence of
memorable tourism experiences. Annals of Tourism Research, 38(4),
1367-1386.
[12] Seleznev, A. Competitive position and market infrastructure in Russia.
Moscow: Yurist, 1999
[13] Ritchie, J. R., & Zins, M. 1978. Culture as determinant of the
attractiveness of a tourism region. Annals of Tourism Research, 5(2),
252-267.
[14] Kim J. H. The antecedents of memorable tourism experiences: The
development of a scale to measure the destination attributes associated
with memorable experiences //Tourism Management. – 2014. – Т. 44. –
С. 34-45.
[15] Porter, M. E. 1990. The Competitive Advantage of Notions. Harvard
business review.
[16] Blanke, J., & Chiesa, T. 2013 The Travel & Tourism Competitiveness
Report 2013. In The World Economic Forum.
[17] Pike, S. 2002. Destination image analysis—a review of 142 papers from
1973 to 2000. Tourism management, 23(5), 541-549.
[18] Holjevac, I. A., Marković, S., & Raspor, S. 2010. Customer satisfaction
measurement in hotel industry: content analysis study. University of
Rijeka, Opatija (Links).
[19] Morosan, C., & Jeong, M. Y. 2007. Making hotel reservations online: a
content analysis of US travelers' comments. Revista de Turism, (3): 5-
10.
[20] Whitty, M. T. 2002. Liar, liar! An examination of how open, supportive
and honest people are in chat rooms. Computers in Human
Behavior, 18(4): 343-352.
[21] Howard Harris 2001 Content Analysis of Secondary Data: A Study of
Courage in Managerial Decision Making, Journal of Business Ethics
[22] Vitouladiti, O. 2014. Content Analysis as a Research Tool for
Marketing, Management and Development Strategies in
Tourism. Procedia Economics and Finance, 9, 278-287.
[23] UNWTO
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/working_together
_in_europe-a_shared_leadership.pdf
[24] Database DataMonitor (Marketline)
http://92.242.59.41:3335/ViewResults.aspx
[25] Spain budget for tourism http://www.tourism-review.com/spaingovernment-
will-grant-eur-221-million-to-tourism-businesses--
news3966#0Y1uLrMqvhfX1asP.99
[26] Hu, Y., & Ritchie, J. B. 1993. Measuring destination attractiveness: A
contextual approach. Journal of Travel Research, 32(2), 25-34.
[1] Cracolici, M. F., & Nijkamp, P. 2009. The attractiveness and
competitiveness of tourist destinations: A study of Southern Italian
regions. Tourism Management, 30(3): 336-344.
[2] WTO Forecast http://mkt.unwto.org/publication/unwto-tourismhighlights-
2014-edition
[3] Buhalis, D. 2000. Marketing the competitive destination of the
future. Tourism management, 21(1): 97-116.
[4] Ritchie, J. R., & Crouch, G. I. 2000. The competitive destination: A
sustainability perspective.
[5] Alavi, J., & Yasin, M. M. 2000. A systematic approach to tourism
policy. Journal of Business Research, 48(2): 147-156.
[6] Enright, M. J., & Newton, J. 2004. Tourism destination competitiveness:
a quantitative approach. Tourism management, 25(6): 777-788.
[7] Kozak, M. 2002. Comparative analysis of tourist motivations by
nationality and destinations. Tourism Management, 23(3): 221-232.
[8] Kozak, M., & Rimmington, M. 1999. Measuring tourist destination
competitiveness: conceptual considerations and empirical
findings. International Journal of Hospitality Management, 18(3): 273-
283.
[9] Ruhanen, L. 2007. Destination competitiveness: meeting sustainability
objectives through strategic planning and visioning. In Advances in
modern tourism research: 133-151.
[10] Bornhorst, T., Brent Ritchie, J. R., & Sheehan, L. 2010. Determinants of
tourism success for DMOs & destinations: An empirical examination of
stakeholders' perspectives. Tourism Management, 31(5), 572-589.
[11] Tung, V. W. S., & Ritchie, J. R. 2011. Exploring the essence of
memorable tourism experiences. Annals of Tourism Research, 38(4),
1367-1386.
[12] Seleznev, A. Competitive position and market infrastructure in Russia.
Moscow: Yurist, 1999
[13] Ritchie, J. R., & Zins, M. 1978. Culture as determinant of the
attractiveness of a tourism region. Annals of Tourism Research, 5(2),
252-267.
[14] Kim J. H. The antecedents of memorable tourism experiences: The
development of a scale to measure the destination attributes associated
with memorable experiences //Tourism Management. – 2014. – Т. 44. –
С. 34-45.
[15] Porter, M. E. 1990. The Competitive Advantage of Notions. Harvard
business review.
[16] Blanke, J., & Chiesa, T. 2013 The Travel & Tourism Competitiveness
Report 2013. In The World Economic Forum.
[17] Pike, S. 2002. Destination image analysis—a review of 142 papers from
1973 to 2000. Tourism management, 23(5), 541-549.
[18] Holjevac, I. A., Marković, S., & Raspor, S. 2010. Customer satisfaction
measurement in hotel industry: content analysis study. University of
Rijeka, Opatija (Links).
[19] Morosan, C., & Jeong, M. Y. 2007. Making hotel reservations online: a
content analysis of US travelers' comments. Revista de Turism, (3): 5-
10.
[20] Whitty, M. T. 2002. Liar, liar! An examination of how open, supportive
and honest people are in chat rooms. Computers in Human
Behavior, 18(4): 343-352.
[21] Howard Harris 2001 Content Analysis of Secondary Data: A Study of
Courage in Managerial Decision Making, Journal of Business Ethics
[22] Vitouladiti, O. 2014. Content Analysis as a Research Tool for
Marketing, Management and Development Strategies in
Tourism. Procedia Economics and Finance, 9, 278-287.
[23] UNWTO
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/working_together
_in_europe-a_shared_leadership.pdf
[24] Database DataMonitor (Marketline)
http://92.242.59.41:3335/ViewResults.aspx
[25] Spain budget for tourism http://www.tourism-review.com/spaingovernment-
will-grant-eur-221-million-to-tourism-businesses--
news3966#0Y1uLrMqvhfX1asP.99
[26] Hu, Y., & Ritchie, J. B. 1993. Measuring destination attractiveness: A
contextual approach. Journal of Travel Research, 32(2), 25-34.
@article{"International Journal of Business, Human and Social Sciences:68439", author = "Natalia Polkanova and Sergey Kazakov", title = "Web-Content Analysis of the Major Spanish Tourist Destinations Evaluation by Russian Tourists", abstract = "In the second decade of the XXI century the role of
tourism destination attractiveness is becoming increasingly important
for destination management. Competition in tourism market moves
from ordinary service quality to provision of unforgettable emotional
experience for tourists. The main purpose of the present study is to
identify the perception of the tourism destinations based on the
number of factors related to its tourist attractiveness.
The content analysis method was used to analyze the on-line
tourist feedback data immensely available in Social Media and in
travel related sites. The collected data made it possible to procure the
information which is necessary to understand the perceived
attractiveness of the destinations and key destination appeal factors
that are important for Russian leisure travelers.
Results of the present study demonstrate key attractiveness factors
or destination ‘properties’ that were unveiled as the most important
for Russian leisure tourists. The study targeted five main Spanish
tourism destinations that initially were determined by in-depth
interview with a number of Russian nationals who had visited Spain
at least once.
The research results can be useful for Spanish Tourism
Organization Representation office in Russia as well as for the other
national tourism organizations in order to promote their respective
destinations for Russian travelers focusing on main attractiveness
factors identified in this study.
", keywords = "Tourism destination, destination attractiveness,
destination competitiveness, content analysis, unstructured image.", volume = "8", number = "11", pages = "3638-8", }
