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标题：Can destination image be ascertained from social media? An examination of Twitter hashtags（可以从社交媒体确定目的地形象吗？一项对Twitter标签的验证）
作者：Rajesh Nautiyal, Julia N Albrecht & Anna Carr
摘要：Twitter主题标签在创建目的地形象中的作用尚未得到充分研究，并且对其在目的地推广中的有用性了解有限。本文基于对 2009-2019 年十年间相关推文的分析，探讨了印度瑞诗凯诗的目的地形象。将居民、国内和国际 Twitter 用户的主题标签（关于印度瑞诗凯诗）与相关区域旅游组织（RTO：北阿坎德邦旅游局）宣传的瑞诗凯诗形象进行比较，以识别和分析目的地形象宣传中的任何相似或差异。研究结果表明，“瑜伽”和“恒河”是与瑞诗凯诗相关的最突出的形象。然而，RTO 在推广瑞诗凯诗方面的努力也集中在以冒险为主题的标签上。印度 Twitter 用户也使用这张冒险图片，而居民和国际 Twitter 用户不太可能使用与冒险相关的主题标签。然而，尽管居民、印度和国际 Twitter 用户使用了几乎相似的与自然景观相关的主题标签，但 RTO 并没有大量使用它们。研究结果强调了在通过 Twitter 推广目的地形象时所选体验和人际主题标签的重要性和潜力，从而最大限度地发挥通过该平台进行目的地营销的潜力。最后，根据本文的研究结果，还提出了目的地推广的主题标签策略，以集中曝光并提高可搜索性。The role of Twitter hashtags in creating destination images is under-researched, and there is limited understanding of their usefulness in destination promotion. This paper examines the destination image of Rishikesh, India, based on an analysis of relevant tweets during the decade 2009–2019. The hashtags of resident, domestic and international Twitter users (about Rishikesh, India) were compared with the images of Rishikesh promoted by the relevant Regional Tourism Organisation (RTO: Uttarakhand Tourism) to identify and analyse any similarities or differences in the destination image promotion. The findings suggest that ‘yoga’ and ‘Ganges’ were the most prominent images associated with Rishikesh. However, the efforts of the RTO regarding promoting Rishikesh also focus on hashtags featuring adventure. This adventure image is also used by Indian Twitter users, whereas the residents and international Twitter users were less likely to use adventure-related hashtags that much. However, though residents, Indian and international Twitter users used almost similar natural landscape-related hashtags, RTO uses them unsubstantially. The results emphasise the importance of, and potential for, selected experiential and interpersonal hashtags when promoting destination images via Twitter, thus maximising the potential for destination marketing through this platform. At last, a hashtag strategy for destination promotion is also proposed based on the findings of this paper for focused exposure and increased searchability.关键词：目的地形象、目的地宣传、Twitter、主题标签、瑞诗凯诗、瑜伽欢迎阅读与引用：Nautiyal, R., Albrecht, J. N., & Carr, A. (2022). Can destination image be ascertained from social media? An examination of Twitter hashtags. Tourism and Hospitality Research, 0(0). https://doi.org/10.1177/14673584221119380