From online via offline to online: how online visibility of tourism information shapes and is shaped by offline visits

What is it about?

This study links online tourism information with offline visits using an empirical data set. While previous studies revealed the role of online information in tourist information searches, few examined how online visibility of tourism information relates to offline visit. This study took a webometric approach to collect search engine result data, match it with the number of offline visits, and link them with post-visit photo-sharing activity. This study, unlike previous studies, used micro-level tourist sites within one city in South Korea. Various methods of analysis confirmed that online tourism information relates to offline visits, which in turn relate to post-tour photo-sharing behavior.

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