The Role of Architectural Representation in OnlineMedia in the Formation of the Destination Image

Purpose: Our aim was to understand the tourists' mental image of traditionalaccommodations in online media, and to explain the role of place representation in thesemedia and design a model for it. Methodology: This research is an interpretive type andis based on grounded theory. We collected the research data through in-depth semistructuredinterviews with ۳۲ tourists, experienced tour guides, content productionexperts, and managers of traditional residences and field observations. We appliedCorbin and Strauss's innovative grounded theory to analyze the data and present thefinal theory. Based on this method, we drew the research findings through open,centralized, and selective coding and presented them in a paradigm model consisting ofthree dimensions: conditions, strategies, and consequences.Findings:The findingsinclude nine sub-categories: cyberspace, place-based representation, and culturaltourism, the geographical base of destination, managerial factors, tourist, placeevaluation, online interaction and exchange, and promotion of architectural tourism.The mediated experience of place is the main category of this research that includessub-categories. A conceptual model was designed to explain the relationships betweencategories.Originality: This study is one of the primary research in architectural tourism,which investigates the effect of traditional accommodations representation in onlinemedia on the tourist destination image. Recognition of the effective architecturalcomponents in the representation of the buildings was rendered by explaining theformation of tourists' mental image of the traditional accommodations of Iran in onlinemedia. Based on this study, tourism professionals and architects can understand tourists'perceptions and needs of traditional accommodations in online media.

Keywords:

Destination Image , Mediated experience of place , Architectural Representation , Cyberspace , Online media , Marketing