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Abstract

This paper provides a case study for the exploration of travel blogs for market research. The growth and popularity of travel blogs over the Internet influenced few tourism researchers to see the online narratives as valuable sources of information for destination marketing. This research analyzed the content of travel blogs related to trips to Stratford, Canada to establish the most talked about topics and the experiences surrounding these. Three phases of data analysis were completed to achieve both quantifiable and qualitative results reflecting the travel experiences. The findings suggest that Stratford is primarily seen as a cultural and culinary destination. Methodological and practical implications are discussed.

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Travel Blogs in Marketing Research: Stories of Stratford, Canada

This paper provides a case study for the exploration of travel blogs for market research. The growth and popularity of travel blogs over the Internet influenced few tourism researchers to see the online narratives as valuable sources of information for destination marketing. This research analyzed the content of travel blogs related to trips to Stratford, Canada to establish the most talked about topics and the experiences surrounding these. Three phases of data analysis were completed to achieve both quantifiable and qualitative results reflecting the travel experiences. The findings suggest that Stratford is primarily seen as a cultural and culinary destination. Methodological and practical implications are discussed.