A machine learning approach to cluster destination image on Instagram
研究结合符号学、营销和数据科学，利用机器学习模型对Instagram图片中的文本信息进行聚类，揭示目的地形象的不同维度，帮助营销者理解游客偏好和盲点。
Symbols are powerful in branding and marketing to represent tourist attractions. By bridging semiotics, marketing, and data science in the tourism context, this study uncovers the destination image based on Instagram photographs. This study constructed a novel methodological framework by evaluating different machine learning models to group textual information based on pictorial content. The results highlighted specific destination image clusters such as the wilderness and spirituality of alpine experiences. This information facilitates marketers' understanding of tourists’ preferences and movement. It also discloses blind spots that are less promoted by the marketers.