An interpretative model for the Web image analysis: the case of a wine tourism destination

The paper aims at getting to know the online transmitted image (by a wine tourist destination of excellence) and the relative perceived image (by third actors), through a gap analysis model designed for this purpose. So, the analysis is structured in different steps: 1) the identification of a wine tourist destination (best practice) through the study of the online content posts, by looking up the word “wine” in the top 100 international travel blogs; 2) text mining on the website contents of the DMO selected and on the articles of the blogs selected; 3) use of the interpretative model proposed (AIWA). The model represent a cause for reflection for DMOs in order to reach: a) a multiple effect of awareness and brand recall; b) increasing the sensorial, emotional and cognitive perception of the destination; c) evaluation of the level of communication of web users and the DMOs’ strategies; d) creation of targeted forms of promotional communication.