Non-homogenic User-generated Content in Tourism
Non-homogenic User-generated Content in Tourism

Summary/Abstract: The aim of the article is to analyze destinations popular due to the number of contents generated by users in comparison to destination management organizations (DMO). The author conducted a comparative analysis of the number of user-generated content (UGC) in social media, divided into a tourist social network and general-interest network for destinations based on the DMO ranking. The study used a netnographic method based on the destinations in Finland. The study used 12 destinations from the Lapland area, which are characterized by a unique name. The conclusions based on 57,375 reviews and 797,874 posts referring to these destinations indicate large disparities, bothin their general number and also in relation to individual regions. However, the study confirmed the relationship between the values in these services. This indicates the validity of content analysis published by users in social media in order to analyze consumer behavior and the image shape of the places

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