Title of Paper

The Use of Modern Architecture in City Marketing

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Abstract

Modern architecture creates iconic city landscapes that increasingly shape our mental imagery of city destinations. By identifying common methods employed in positioning images of modern architecture on destination websites, this study seeks to further the conceptualization of destination image creation in online contexts. A visual content analysis of 125 European city websites was conducted; each coded based on image size, placement, and juxtaposition of modern architecture to other destination elements. The results of this study point out that images of modern architecture are prominently placed to gain attention and be seen as part of the ideal destination image. However, they are not used exclusively but rather in conjunction with images of other city elements.

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The Use of Modern Architecture in City Marketing

Modern architecture creates iconic city landscapes that increasingly shape our mental imagery of city destinations. By identifying common methods employed in positioning images of modern architecture on destination websites, this study seeks to further the conceptualization of destination image creation in online contexts. A visual content analysis of 125 European city websites was conducted; each coded based on image size, placement, and juxtaposition of modern architecture to other destination elements. The results of this study point out that images of modern architecture are prominently placed to gain attention and be seen as part of the ideal destination image. However, they are not used exclusively but rather in conjunction with images of other city elements.