E-Word-of-Mouth and Destinations’ Reputation in Online Media

From The IFITT Wiki Platform for eTourism
Jump to: navigation, search
<- e-Tourism Institutions
<- e-Tourism Research Areas
<- e-Tourism Education Programs
IFITT eTourismKnowledgeMap LOW-RES 20.jpg

Description of this research area

eWord-of-Mouth and Destinations’ reputation in online media is one of the recent research lines of webatelier.net. This research line stays in the overlapping area between media effects studies and eTourism. Online communication perspective might be relevant for a research on reputation for two main reasons: (i) it sees the Web as one more publishing arena, where people access information and form a mediated experience, providing contents that are accessed by many people, and those people might form opinions similar to those expressed, those contents can be considered proxies of reputation; (ii) applications and usages belonging to the so-called Web 2.0 allow individuals to publish online their opinions: user-generated contents (UGC), those individual opinions may be seen as instances of reputation: they can be harvested and treated as answers to an implicit survey. The goal of this research line is to investigate whether it is possible to define a framework for the analysis of the online reputation in the tourism field, in particular applied to tourism destinations.


eWord-of-Mouth, reputation in online media, tourism destination reputation, social media, online presence, social media, media effects, media coverage, public opinions


webatelier.net laboratory; Institute for Communication Technologies; Università della Svizzera Italiana


Dr. Elena Marchiori

Prof. Dr. Lorenzo Cantoni

Research projects in this research area

Theoretical framework to investigate the operationalization in multiple dimensions of opinions expressed online about a tourism destination.

Model for perceived online dominant opinion about tourism destinations

User test research on various online message cues/features that support the reputation of a destination in online media.

Dynamic public opinion: online conversations effects over time

Case studies on several tourism sectors (e.g.: Swiss and Italian agritourism industry, representation of Switzerland in a Chinese social network, and hotel responses to online conversations).

Publications published by this institute characterizing this research area

Journals peer reviewed

Marchiori E., Cantoni L. (2012) The Online Reputation Construct: Does it Matter for the Tourism Domain? A Literature Review on Destinations’ Online Reputation. «itt – Journal of information technology & tourism», 13(3): 139–159

Stokłosa L., Marchiori E., Cantoni L., Piotrowski M. (2013) Online narratives about a Central European tourism destination. The case of Podkarpackie Province (Subcarpathian Voivodeship). Folia Turistica (FT 28/2013):129-140

Cantoni L., Dedekind C., Faré M., Marchiori E. (2009) Cosa pensano i turisti? Lo scopri sul web. Rivista del Turismo, 4(09), pp. 38-43, Touring Club Italiano Book chapters

Marchiori E. (2013) Formazione Turistica Mediata dalle Nuove Tecnologie. In. Inversini, A. & Cantoni, L.. Società Editrice Dante Alighieri, 249-274

Mandelli A., Marchiori E., Cantoni L. (2012) Tourists and Destination Management Organizations facing Social Media and eWord-of-Mouth. A Research in Italy. in Uday S Karmarkar, Vandana Mangal, UCLA Anderson Business and Information Technologies (Bit) Project: A Global Study of Business Practice (2012), World Scientific Publishing Company, Singapore 2012, pp. 225-248 (doi: 10.1142/9789814390880_0011)

Marchiori E., Inversini A., Da Col S., Cantoni L. (2011) Il passaparola online sulle destinazioni turistiche: di che cosa parlano i turisti?. FACEBOOK IN TOURISM. Le destinazioni turistiche di fronte al Social Networking, a cura di Roberta Garibaldi e Roberto Peretta (forthcoming)

Conferences with proceedings

Marchiori E., Cantoni L. (2013) Cues Affecting the Recognition of the Dominant Topic and Sentiment Expressed on Social Media Pages (BEST PAPER AWARD). TTRA. (Proceedings of the International Conference in Dublin, Ireland). TTRA 2013 Europe. Proceedings of the International Conference in Dublin, Ireland. 17-19 April 2013

Marchiori E., Cantoni L., Fesenmaier D. (2013) What did they say about us? Message Cues and Destination Reputation. in L. Cantoni & Zheng Xiang (eds.), Information and Communication Technologies in Tourism 2013 (Proceedings of the International Conference in Innsbruck, Austria, January 22-25), Springer, Berlin – Heidelberg 2013

Marchiori E., Inversini A., Cantoni L., Da Col S. (2011) Classifying online conversations about Tourism Destinations. A tourist perspective. Proceedings of the 7th International Conference "Thought Leaders in Brand Management". Università della Svizzera italiana, Lugano, Switzerland. March 11-22

Marchiori E., Inversini A., Cantoni L. (2011) Credibility in the Online Tourism: An analysis of the Aspects of Reception and Consumption of Imaginaries produced in Web 2.0 Tourism Services. Proceedings of the International Conference "Tourism Imaginaries". Berkeley - California. February 18-20 2011

Marchiori E., Eynard D., Inversini A., Cantoni L., Cerretti F. (2011) Harvesting Online Contents: An Analysis of Hotel Reviews Websites. in Rob Law, Matthias Fuchs & Francesco Ricci (eds.), Information and Communication Technologies in Tourism 2011 (Proceedings of the International Conference in Innsbruck, Austria, January 26-28, 2011), Springer, Wien - New York 2011, pp. 101-112

Inversini A., Marchiori E., Dedekind C., Cantoni L. (2010) Applying a Conceptual Framework to Analyze Online Reputation of Tourism Destinations. in Ulrike Gretzel, Rob Law & Matthias Fuchs (eds.), Information and Communication Technologies in Tourism 2010 (Proceedings of the International Conference in Lugano, Switzerland, February 10-12, 2010), Springer, Wien - New York 2010, pp. 321-332

Marchiori E., Inversini A., Cantoni L., Dedekind Ch. (2010) Towards a Tourism Destination Reputation Model. A first step. Proceedings of the 6th International Conference "Thought Leaders in Brand Management. Lugano, Switzerland. 18-20 April 2010. ISBN 978-88-6101-006-2

Cantoni L., Tardini S., Inversini A., Marchiori E. (2009) From paradigmatic to syntagmatic communities: a socio-semiotic approach to the evolution pattern of online travel communities. In Wolfram Hopken, Ulrike Gretzel, Rob Law (eds), Information and Communication Technolo-gies in Tourism 2009 - Proceedings of the International Conference in Amsterdam, The Netherlands. Wien: Springer, pp. 13-24

Contributions to conferences

Marchiori E., Boegli F., Adukaite A., Cantoni L. (2014) The Role of Food and Gastronomy in Online Travel Reviews about Agritourism Experiences. The case of Italy. 3rd International Congress UNESCO Chair Unitwin Network "culture, tourism, development" - tourism and gastronomy heritage - foodscapes, gastroregions and gastronomy tourism. Barcelona, Spain. June 16- 20, 2014

Mandelli A., Marchiori E. (2011) Conversation is not Image, Image is not Reputation: Opening up a Conceptual and Methodological Discussion on Current Practices in the Field of the so-called "Online Reputation". Paper presented at the 15th International Conference on Corporate Reputation, Brand, Identity and Competitiveness. New Orleans, Louisiana. 18-20 May 2011

Fedele S., Marchiori E., Inversini A., Cantoni L. (2011) Understanding the Online Reputation of Tourism Destinations. The case of the Republic of Malta. 2nd Island Dynamics Conference in Valletta. Malta. 11-15 May 2011

Marchiori E., Inversini A., Cantoni L. (2010) Measuring the Online Reputation of Sustainable Tourism Destinations. 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness. Rio de Janeiro, Brazil. 19-21 May 2010

Cantoni L., Tardini S., Marchiori E. (2009) eTourism and Semiotics: how the endoxa generated in eTourism web-services reconfigure the Reputation of Destinations. 10th World Congress of Semiotics (IASS - International Association for Semiotic Studies). La Coruña, Spain. September 22-26, 2009

Industry white papers