Using Travel Blogs to Examine Perceived Destination Image: The Case of Shanghai

Numerous travel blogs are available for people to share and learn about travel experiences. The aim of this paper is to explore the perceptions of destination image of Shanghai as a travel destination through analyzing the words frequency and contents of selected 70 travel blogs. The results indicated the image of Shanghai projected by official is somehow different from image perceived online by tourists. These disparities can contribute to a better understanding of the induced component of Shanghai's destination image online and attract more efforts to help destination suppliers adjusting to the changes of desired image of destination online.