CITY’S TOURIST ATTRACTIVENESS FROM LOCAL RESIDENTS’ POINT OF VIEW: NETNOGRAPHIC APPROACH
S.K. Volkov
Volgograd State Technical University, Volgograd, Russia
Keywords: tourism industry, tourist attraction, netnography, residents, place marketing, tourism design
Abstract
In today’s context, there is an urgent need to find new mechanisms for fostering domestic tourism. To formulate effective strategies for developing the tourism potential of specific territories, it is necessary to gather data on the tourist preferences and tastes of both visitors and residents. This study aims to create an applied tool for tourism design by utilizing a netnographic analysis of social networks. Through it, we identify the most appealing locations in Volgograd. The findings of this research can be used to optimize the allocation of tourism resources among these territories. The proposed consumer content analysis method, devised by the author, enables precise identification of each tourist cluster and optimization of its boundaries, thereby providing more comprehensive insights into tourist distribution in space and preferences.
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