Destination image analytics for tourism design: An approach through Airbnb reviews

This study embraces destination image analytics, design thinking and peer-to-peer accommodation services. The paper aims to support marketers in rethinking the way they design destination experiences and marketing strategies by synergising with contemporary trends in the peer-to-peer accommodation sector and help integrate them into destination marketing systems. Thus, a holistic process is developed to reveal how destination image is constructed that applies compositional data analysis on almost one million Airbnb reviews from four Spanish urban destinations on a temporal basis (two consecutive periods). The designative aspect of image distinguishes the destinations, and temporal image trends are observed. These insights allow marketers to reformulate and design marketing and experience strategies that align with the needs and experiences of contemporary tourists.

Automated summary

This study explores destination image analytics by analyzing nearly one million Airbnb reviews to reveal the comprehensive process of how destination image is constructed. It aims to help marketers reformulate and design marketing and experience strategies that align with the needs and experiences of contemporary tourists.