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Culture-Based Interpretation Of Projected Destination Images: A Semantic Network Analysis, Menglu Gao
Culture-Based Interpretation Of Projected Destination Images: A Semantic Network Analysis, Menglu Gao
Open Access Theses
This study attempts to explore destination image interpretation in the context of two cultural groups (US and China) and two information sources (Blog and Destination Management Organization website). Semantic Network Analysis was employed to obtain a visual representation and comparison of perceived destination image categories of Marrakesh across groups. Computer-Aided Textual Analysis software, AutoMap3.0 Program and ROST Content Mining System, were used initially for data preparation and keywords analysis, and UCINET 6 was then applied to conduct semantic network analysis such as centrality analysis and network structure measurements. The results indicated that the perceived image of Marrakesh varies by the …