A Framework for Destination Uniqueness Identification through Concept Modeling of Tourist-generated Travel Photos

Abstract

In the ever-changing tourism industry, destinations face the difficult task of defining their distinct identity to attract tourists in a highly competitive market. The advent of digital technology has not only revolutionized how content is created and shared, but it has also given tourists the power to influence how a destination is perceived. This study introduces the Destination Uniqueness Identification Framework (DUIF) leveraging concept modeling to analyze geotagged travel photos shared by travelers. DUIF aims to identify both common and unique travel experiences within a country and its cities from tourists’ perspectives. The proposed framework was validated through a case study of Australia, successfully pinpointing unique themes such as Sydney's light festivals and Melbourne's graffiti streets. This study provides valuable insights into the behaviors and preferences of tourists, which contribute to the existing literature on tourism research and offer useful information for destination marketers seeking to develop targeted marketing strategies.