Evaluating the Role of Destination Marketing Organization's Twitter Data in the Formation of Destination Image

Abstract

Destination Management Organisations (DMOs) Twitter accounts play a vital role in creating awareness among tourists about the destination. The study evaluates the top five tourism-performing Indian state DMOs' role in building destination image by analysing their Twitter Pages. Many papers are there that focus on DMOs' social media pages, but in the context of the Indian DMO's role in DI, is negligible, and efforts on papers that reflect the social media analysis for non-coders are almost missing. Further, this study performs text analysis and visual representations of frequent words and finds the primary attributes through which the DMOs promote their destinations.

Keywords

• Tourism
• Twitter
• Destination Marketing Organizations
• Destination Image
• Text Mining

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