Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities
Abstract
:1. Introduction
2. Literature Review
2.1. Tourism Sustainability
2.2. Destination Image
2.3. Destination Image and DMOs Communication on Social Media
3. Methodology
4. Results
4.1. Evidence on Sustainable Tourism Dimensions–RQ1
4.2. Government Initiatives Related to Sustainable Tourism Development–RQ2
4.3. Sustainable Tourist Behavior Displayed in Advertisements–RQ3
5. Discussion and Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Categories | Sub-categories & References | Operational definitions | |
---|---|---|---|
Facets of projected destination image | [57,79,134,170] | Natural areas destinations-sea/mountains | |
Preserved nature attractions-secular forests/wild areas | |||
Urban areas | |||
Cultural destinations-historic city/ruins | |||
Cultural destinations-cultural heritage | |||
Evidence on sustainable tourism dimensions | Natural/ environmental dimension | Natural dimension [3,9,25,45,57,79,80,82,87,134,171,172,173] | Natural attractions-sea, mountain, river |
Natural areas outside the city | |||
Parks and green spaces in the city | |||
Mild/nice weather | |||
Clean environment | |||
Reduced traffic | |||
Lack of crowds | |||
Natural ambient sound | |||
Outdoor natural strolls/trekking | |||
Nature harming activities and effects [3,5,11,12,42,73,79,85,87,88,174,175] | Intense traffic | ||
Crowds | |||
Implied water and air pollution | |||
Implied sound pollution | |||
Intense public lighting | |||
Socio-cultural dimension [2,3,9,23,54,63,64,65,68,70,76,78,114,117,134,161,162,163,167,171,173,176] | Cultural attractions | ||
Preserved historical buildings | |||
UNESCO awards/distinctions | |||
Museums, theatres, art galleries | |||
Festival/event | |||
Crafts/handmade art | |||
Local traditions and cultural identity-including folk art and clothing | |||
Dance/ music | |||
Traditional food | |||
Green label/ healthy products | |||
Cultural preservation | |||
Scenes from the local community’s way of life | |||
Activities–listening to music, dancing | |||
Activities–visits to cultural/historical attractions | |||
Activities–attending opera or theatre performances or art exhibitions | |||
Activities–interaction with local people | |||
Activities–visits to rural areas/villages/ traditional houses | |||
Activities–consuming traditional products | |||
Culinary experiences in a traditional restaurant | |||
Culinary experiences in a non-traditional restaurant | |||
Friendly locals | |||
Ambient sound–traditional music/local language | |||
Economic dimension [1,3,12,53,54,65,70,71,73,82,87,134,164,165,166,171,173,177,178,179] | Strong economy | ||
Safe cities-the absence of underdeveloped /high-crime areas/ neighborhoods | |||
Good infrastructure | |||
Smart city | |||
Good transport system | |||
Hotels/resorts | |||
Local businesses | |||
Activities–shopping | |||
Nightlife | |||
Government initiatives related to sustainable tourism development | Natural/environmental dimension [9,12,54,73,79,83,84,87,134,172,173,176,177] | Focus on natural resources | |
Biodiversity preservation–plants | |||
Biodiversity preservation–animals | |||
Renewable energy | |||
Green buildings | |||
Electric transport vehicles-train, tram, metro | |||
Socio-cultural dimension [12,17,53,54,64,65,72,78,114,117,134,173] | Respect for the local food producers | ||
Promoting traditional/ eco-friendly food- local food markets/street food | |||
Tolerance and understanding-gender, sexuality, race and age diversity | |||
Economic dimension [1,2,3,5,12,47,54,71,73,74,78,114,134,168,171] | Traditional accommodation units | ||
Small local businesses own by diverse locals | |||
Service quality–friendly sellers | |||
Service quality–small physical premises | |||
Local partnerships-info centres and local tourism associations | |||
Explicit presence of tourists | Tourists’ education | Natural/ environmental dimension [9,79,134] | Small groups of tourists |
Socio-cultural dimension [3,9,12,25,37,47,54,64,74,76,78,88,101,114,134] | Inclusivity-contacts with locals of diverse backgrounds | ||
Meeting local people and learning from them | |||
Poverty reductions measures-buying from small local stores/markets | |||
Tourists’ satisfaction [3,45,50,51,52,54,63,64,108,109,132,134,176] | Happy tourists | ||
Sustainable tourism-related terms | [1,2,4,5,6,8,9,12,23,25,35,39,40,42,43,53,70,71,72,73,74,75,76,82,83,105,107,112,158] | Sustainability, sustainable development/tourism, equitable/responsible/eco/green tourism, eco-friendly, nature/biodiversity/ ecosystem preservation, cultural preservation, inclusivity, fair/equitable income distribution, poverty alleviation, responsible travel/ behaviour |
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Items | Asia/Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Natural areas destinations-sea/mountains | 12 | 52.2 | 5 | 29.4 | 6 | 85.7 | 1 | 33.3 | 24 | 48.0 |
Preserved nature attractions-secular forests/wild areas | 6 | 26.1 | 4 | 23.5 | 3 | 42.9 | 1 | 33.3 | 14 | 28.0 |
Urban areas | 20 | 87.0 | 16 | 94.1 | 7 | 100 | 3 | 100 | 46 | 92.0 |
Cultural destinations-historic city/ruins | 6 | 26.1 | 10 | 58.8 | 0 | 0.0 | 1 | 33.3 | 17 | 34.0 |
Cultural destinations-cultural heritage | 12 | 52.2 | 4 | 23.5 | 2 | 28.6 | 1 | 33.3 | 19 | 38.0 |
Items | Asia /Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Natural/environmental dimension | ||||||||||
Natural attractions–sea, mountain, river | 18 | 78.3 | 13 | 76.5 | 7 | 100 | 2 | 66.7 | 40 | 80.0 |
Natural areas outside the city | 13 | 56.5 | 4 | 23.5 | 4 | 57.1 | 1 | 33.3 | 22 | 44.0 |
Parks and green spaces in the city | 20 | 87.0 | 16 | 94.1 | 7 | 100 | 2 | 66.7 | 45 | 90.0 |
Mild/nice weather | 22 | 95.7 | 12 | 70.6 | 6 | 85.7 | 3 | 100 | 43 | 86.0 |
Clean environment | 22 | 95.7 | 17 | 100 | 7 | 100 | 2 | 66.7 | 48 | 96.0 |
Reduced traffic | 15 | 65.2 | 14 | 82.5 | 4 | 57.1 | 2 | 66.7 | 35 | 70.0 |
Lack of crowds | 19 | 82.6 | 15 | 88.2 | 6 | 85.7 | 2 | 66.7 | 42 | 84.0 |
Natural ambient sound | 4 | 17.4 | 3 | 17.6 | 0 | 0.0 | 0 | 0.0 | 7 | 14.0 |
Outdoor natural strolls/trekking | 12 | 52.2 | 6 | 35.3 | 5 | 71.4 | 1 | 33.3 | 24 | 48.0 |
Nature harming activities and effects | ||||||||||
Intense traffic | 10 | 43.5 | 6 | 35.3 | 2 | 28.6 | 2 | 66.7 | 20 | 40.0 |
Crowds | 7 | 30.4 | 4 | 23.5 | 2 | 28.6 | 1 | 33.3 | 14 | 28.0 |
Implied water and air pollution | 3 | 13.0 | 2 | 11.8 | 0 | 0.0 | 1 | 33.3 | 6 | 12.0 |
Implied sound pollution | 5 | 21.7 | 2 | 11.8 | 2 | 28.6 | 0 | 0.0 | 9 | 18.0 |
Intense public lightning | 13 | 56.5 | 6 | 35.3 | 3 | 42.9 | 1 | 33.3 | 23 | 46.0 |
Items | Asia/Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Cultural and historical assets | ||||||||||
Cultural attractions | 22 | 95.7 | 17 | 100 | 5 | 71.4 | 1 | 33.3 | 45 | 90.0 |
Preserved historical buildings | 20 | 87.0 | 16 | 94.1 | 6 | 85.7 | 2 | 66.7 | 44 | 88.0 |
UNESCO awards/distinctions | 2 | 8.7 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 | 2 | 4.0 |
Museums, theatres, art galleries | 18 | 78.3 | 13 | 76.5 | 3 | 42.9 | 0 | 0.0 | 34 | 68.0 |
Socio-cultural heritage preservation | ||||||||||
Festival/event | 10 | 43.5 | 10 | 58.8 | 3 | 42.9 | 0 | 0.0 | 23 | 46.0 |
Crafts/handmade art | 19 | 82.6 | 7 | 41.2 | 2 | 28.6 | 1 | 33.3 | 26 | 52.0 |
Local traditions and cultural identity-including folk art and clothing | 18 | 78.3 | 7 | 41.2 | 3 | 42.9 | 2 | 66.7 | 30 | 60.0 |
Dance/music | 12 | 52.2 | 7 | 41.2 | 2 | 28.6 | 1 | 33.3 | 22 | 44.0 |
Traditional food | 22 | 95.7 | 11 | 64.7 | 3 | 42.9 | 2 | 66.7 | 38 | 76.0 |
Green label/healthy products | 8 | 34.8 | 5 | 29.4 | 0 | 0.0 | 0 | 0.0 | 13 | 26.0 |
Cultural preservation | 23 | 100 | 13 | 76.5 | 3 | 42.9 | 3 | 100 | 42 | 84.0 |
Scenes from the local community’s way of life | 21 | 91.3 | 10 | 58.8 | 4 | 57.1 | 3 | 100 | 38 | 76.0 |
Ambient sound–traditional music/local language | 14 | 60.9 | 4 | 23.5 | 1 | 14.3 | 1 | 33.3 | 20 | 40.0 |
Socio-cultural activities | ||||||||||
Activities–listening to music, dancing | 12 | 52.2 | 7 | 41.2 | 2 | 28.6 | 1 | 33.3 | 22 | 44.0 |
Activities–visits to cultural/historical attractions | 20 | 87.0 | 16 | 94.1 | 3 | 42.9 | 1 | 33.3 | 40 | 80.0 |
Activities–attending opera or theatre performances or art exhibitions | 17 | 73.9 | 12 | 70.6 | 3 | 42.8 | 0 | 0.0 | 32 | 64.0 |
Activities–interaction with local people | 22 | 95.7 | 12 | 70.6 | 6 | 85.7 | 3 | 100 | 43 | 86.0 |
Activities–visits to rural areas/villages/traditional houses | 5 | 21.7 | 4 | 23.5 | 2 | 28.6 | 1 | 33.3 | 12 | 24.0 |
Activities–consuming traditional products | 19 | 82.6 | 8 | 47.1 | 2 | 28.6 | 2 | 66.7 | 31 | 62.0 |
Culinary experiences in a traditional restaurant | 17 | 73.9 | 9 | 52.9 | 2 | 28.6 | 2 | 66.7 | 30 | 60.0 |
Culinary experiences in a non-traditional restaurant | 14 | 60.9 | 9 | 52.9 | 4 | 57.1 | 1 | 33.3 | 28 | 56.0 |
Friendly locals | 20 | 87.0 | 13 | 76.5 | 6 | 85.7 | 2 | 66.7 | 41 | 82.0 |
Items | Asia/Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Economic dimension | ||||||||||
Strong economy | 13 | 56.5 | 7 | 41.2 | 3 | 42.9 | 2 | 66.7 | 25 | 50 |
Safe cities-the absence of underdeveloped /high-crime areas/neighborhoods | 23 | 100 | 17 | 100 | 7 | 100 | 3 | 100 | 50 | 100 |
Good infrastructure | 13 | 56.5 | 10 | 58.8 | 4 | 57.1 | 2 | 66.7 | 29 | 58.0 |
Smart city | 5 | 21.7 | 2 | 11.8 | 0 | 0.0 | 0 | 0.0 | 7 | 14.0 |
Good transport system | 17 | 73.9 | 14 | 82.4 | 3 | 42.9 | 2 | 66.7 | 36 | 72.0 |
Hotels/resorts | 11 | 47.8 | 2 | 11.8 | 5 | 71.4 | 2 | 66.7 | 20 | 40.0 |
Local businesses | 21 | 91.3 | 14 | 82.4 | 5 | 71.4 | 2 | 66.7 | 42 | 84.0 |
Activities–shopping | 16 | 69.6 | 9 | 52.9 | 5 | 71.4 | 2 | 66.7 | 32 | 64.0 |
Nightlife | 16 | 69.6 | 13 | 76.5 | 6 | 85.7 | 2 | 66.7 | 37 | 74.0 |
Items | Asia/Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Natural/environmental dimension | ||||||||||
Focus on natural resources | 9 | 39.1 | 1 | 5.9 | 4 | 57.1 | 1 | 33.3 | 15 | 30.0 |
Biodiversity preservation–plants | 13 | 56.5 | 4 | 23.5 | 4 | 57.1 | 1 | 33.3 | 22 | 44.0 |
Biodiversity preservation–animals | 13 | 56.5 | 4 | 23.5 | 4 | 57.1 | 1 | 33.3 | 22 | 44.0 |
Renewable energy | 0 | 0.0 | 1 | 5.9 | 0 | 0.0 | 0 | 0.0 | 1 | 2.0 |
Green buildings | 5 | 21.7 | 4 | 23.5 | 0 | 0.0 | 0 | 0.0 | 9 | 18.0 |
Electric transport vehicles: train, tram, metro | 8 | 34.8 | 13 | 76.5 | 2 | 28.6 | 1 | 33.3 | 24 | 48.0 |
Socio-cultural dimension | ||||||||||
Respect for the local food producers | 21 | 91.3 | 11 | 64.7 | 4 | 57.1 | 2 | 66.7 | 38 | 76.0 |
Promoting traditional/eco-friendly food-local food markets/street food | 18 | 78.3 | 7 | 41.2 | 2 | 28.6 | 1 | 33.3 | 28 | 56.0 |
Tolerance and understanding–gender, sexuality, race and age diversity | 21 | 91.3 | 13 | 76.5 | 6 | 85.7 | 2 | 66.7 | 42 | 84.0 |
Economic dimension | ||||||||||
Traditional accommodation units | 1 | 4.3 | 1 | 5.9 | 1 | 14.3 | 0 | 0.0 | 3 | 6.0 |
Small local businesses owned by diverse locals | 17 | 73.9 | 10 | 58.8 | 4 | 57.1 | 1 | 33.3 | 32 | 64.0 |
Service quality–friendly sellers | 20 | 87.0 | 12 | 70.6 | 4 | 57.1 | 3 | 100 | 39 | 78.0 |
Service quality–small physical premises | 21 | 91.3 | 15 | 88.2 | 5 | 71.4 | 2 | 66.7 | 43 | 86.0 |
Local partnerships-info centres and local tourism associations | 1 | 4.3 | 4 | 23.5 | 0 | 0.0 | 0 | 0.0 | 5 | 10.0 |
Items | Asia/Pacific | Europe | Americas | Middle E./Africa | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Tourists’ education | ||||||||||
Small groups of tourists | 19 | 82.6 | 16 | 94.1 | 7 | 100 | 3 | 100 | 45 | 90.0 |
Inclusivity-contacts with locals of diverse backgrounds | 21 | 91.3 | 10 | 58.8 | 5 | 71.4 | 2 | 66.7 | 38 | 76.0 |
Meeting local people and learning from them | 12 | 52.2 | 7 | 41.2 | 2 | 28.6 | 0 | 0.0 | 21 | 42.0 |
Poverty reductions measures-buying from small local stores/markets | 21 | 91.3 | 12 | 70.6 | 4 | 57.1 | 2 | 66.7 | 39 | 78.0 |
Tourists’ satisfaction-Happy tourists | 18 | 78.3 | 13 | 76.5 | 6 | 85.7 | 2 | 66.7 | 39 | 78.0 |
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Băcilă, M.F.; Ciornea, R.; Souca, L.M.; Drule, A.M. Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities. Sustainability 2022, 14, 12333. https://doi.org/10.3390/su141912333
Băcilă MF, Ciornea R, Souca LM, Drule AM. Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities. Sustainability. 2022; 14(19):12333. https://doi.org/10.3390/su141912333
Chicago/Turabian StyleBăcilă, Mihai F., Raluca Ciornea, Luiza M. Souca, and Alexandra M. Drule. 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities" Sustainability 14, no. 19: 12333. https://doi.org/10.3390/su141912333