Video, Social Media and Destination Image - Nicoletta Vittadini - Vita e Pensiero - Articolo Comunicazioni Sociali Vita e Pensiero

Video, Social Media and Destination Image

newdigital Video, Social Media and Destination Image
Issue COMUNICAZIONI SOCIALI - 2022 - 2. Sustainable Screenings: Economic, Touristic and Cultural Impact of Audiovisual Productions on the Host Locations in the Post-Lockdown Era
Title Video, Social Media and Destination Image
Publisher Vita e Pensiero
Format Article | Pdf
Online da 11-2022
Doi 10.26350/001200_000158
Issn 0392-8667 (print) | 1827-7969 (digital)
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The framework of the article is the contribution that audiovisual products, created for social media, give to the representation of tourist destinations. In particular, the article will discuss the contribution that video produced by travel  influencers on TIkTok give to the representation and imagination of travel destination. The theoretical assumption of the analysis is that the representation of tourist destinations in social media is co-produced ‒ within a so called  hermeneutic circle of representation ‒ by different subjects: National Tourism Organization (NTO) and Destination marketing Organizations (DMO); travelers and travel influencers. The subjects who act as mediators between these  two representations are travel influencers. Travel influencers, in fact, are first and foremost travelers. Thanks to their characteristics of credibility, reliability, communication skills, experience and similarity with their followers, these  travelers help to build the image of a destination in an intentional and professional way. The article will compare the top-down narratives of DMO and NTO, the perceived images of travelers and the narrative models offered by travel  influencers. The comparison will be based on the results of the most recent research on social media narratives of DMO and NTO and the perceived image by travelers and on an explorative analysis of travel influencer social profiles.  The analysis will be carried out on a sample of videos of the three most followed italian travel creators who distribute they videos through TIkTok and will aim to describe the storytelling of the places that emerges from these productions and to highlight points of similarity and divergence from other narratives.The first paragraph will summarize how the most recent literature describes the relationship between communication through social media and the construction of the destination image. The second paragraph will describe the characteristics of YouTube and TikTok videos aimed at promoting or describing tourist destination. The third paragraph will present an exploratory  analysis of the top three Italian travel influencers operating on TikTok.


Social media; TikTok; travel influencers; destination image; tourism

Author biography

Università Cattolica del Sacro Cuore, Milan ‒

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Anno: 2022 - n. 2

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