ABSTRACT
Social media is influencing how people view destination images today, and for tourism scholars, there is a need to assess transmedia narratives. We are moving beyond traditional forms of destination image generation, where National Tourism Organisations (NTOs) portray a destination through a website, now users are increasingly engaging and adding content based on their experiences. This blended form of marketing and communicating challenges academics to look assess content further to further understand categories of interpretation with supplemental insight from users. This chapter uses and adapt Beerli and Martín’s model of destination image to interpret content posted to social media.
