Destination advertising in a smarter way: A machine learning model for DMOs’ photo selection

Deng, Ning; Li, Xiang (Robert)

Publication:
Destination advertising in a smarter way: A machine learning model for DMOs’ photo selection

dc.contributor.author	Deng, Ning
dc.contributor.author	Li, Xiang (Robert)
dc.contributor.department	Temple University
dc.date	2023-09-23T16:54:31.000
dc.date.accessioned	2024-04-26T21:29:29Z
dc.date.available	2024-04-26T21:29:29Z
dc.description	<p>Ning Deng, PhD, is an assistant professor at the Beijing International Studies University, School of Tourism Management. The area of his research interests is destination marketing with data mining and computer science. Prior to entering the university, he worked for two years as a researcher at Lenovo.</p>
dc.description	Oral Presentation, Ideas Fair (Visual Papers)
dc.description.abstract	Photos are important carriers for destination image communication. Currently, effectively and efficiently selecting appropriate photos for destination promotion remains a major challenge for DMOs, and has caused the discrepancy between projected and received images. In the process of photo selection, contents that can best evoke viewers’ potential motives should be highly considered. This project proposes and implements a machine learning based model to assist DMOs with photo content selection. This protocol can rank candidate photos describing a specific theme from viewers’ perspective. In our study, over 190,000 Flickr photos of New York City were analyzed to demonstrate the effectiveness of our approach. The results indicate that the proposed method can facilitate the selection of destination photos and address the well-known gap between the projected image and the received image.
dc.identifier.uri	https://hdl.handle.net/20.500.14394/48878
dc.relation.url	https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=2058&context=ttra&unstamped=1
dc.source.status	published
dc.title	Destination advertising in a smarter way: A machine learning model for DMOs’ photo selection
dc.type	event
dc.type	event
digcom.contributor.author	isAuthorOfPublication\|email:dunning@126.com\|Deng, Ning
digcom.contributor.author	Li, Xiang (Robert)
digcom.identifier	ttra/2017/Academic_Papers_Oral/15
digcom.identifier.contextkey	9530549
digcom.identifier.submissionpath	ttra/2017/Academic_Papers_Oral/15
dspace.entity.type	Publication