Promoting Puglia. A comparative analysis of the destination image and the tourist gaze through BERTopic

Abstract

Destination image has drawn great interest in tourism-related research for several years, with a range of studies approaching the topic from different perspectives. The main objective of this study is to introduce an innovative automated methodology, using the state-of-the-art machine learning model BERTopic (Grootendorst 2022), for analyzing the online destination imagine in institutional tourist communication. To test this approach, Puglia, known as the heel of Italy’s boot, was selected as a case study. More specifically, a textual content analysis of two official tourism promotion websites was carried out with the aim of determining whether the regional Destination Marketing Organization (DMO) promotes a coherent destination image and how it directs the tourist gaze (Larsen, Urry 2011) across different digital platforms. Findings reveal discrepancies in the projected destination image, particularly in terms of thematic focus and the language used. In turn, these discrepancies raise discussions about the strategic alignment and coherence of Puglia’s destination branding efforts. Therefore, this study not only represents a methodological advancement in the content analysis of destination images but also provides data-driven practical insights for DMOs to refine their strategies for more effective engagement with potential visitors