Tourists play an important role in shaping the destination image by posting their experiences on visual and audio-visual channels. Thus, it is increasingly important for a successful destination marketing strategy that destination managers know how their destination is perceived and whether this is aligned with the image they project. This comparative content analysis evaluates the potential gap between the projected and perceived destination image for the Lake Lucerne Region in Switzerland on Instagram.

中文翻译：

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卢塞恩湖地区的投影和感知目的地图像


游客通过在视觉和视听渠道上发布自己的体验，在塑造目的地形象方面发挥着重要作用。因此，对于成功的目的地营销策略来说，目的地管理者了解他们的目的地如何被感知以及这是否与他们所展示的形象一致变得越来越重要。这项比较内容分析评估了 Instagram 上瑞士卢塞恩湖地区的预计目的地图像和感知到的目的地图像之间的潜在差距。