Wine tourism destination image on the web: a comparison between conveyed and perceived communication drivers

Assuming that actual or potential wine tourists may perceive the
wine tourism destinations’ image using as cognitive keys what has been
communicated by both wine tourism destinations and travelling bloggers, the
research aims at carrying out an analysis which: 1) suggests the identification
of the main recurring themes and their importance in communicating the
destination image; 2) highlights the [eventual] gap existing between what is
communicated by the wine tourism destinations and what is transmitted by
third party actors (in this case, by bloggers in their own blogs). The approach is
innovative because: 1) the creation of a communicative and relational
sphere of the image derives from techniques and instruments that stimulate
conversations, taking advantage of the bi-directional communication
potentialities offered by the web; 2) it suggests an operational framework
through which it is possible to identify the dimensions to decode the extracted
information.