A cross-cultural anatomy of destination image: An application of mixed-methods of UGC and survey

The destination competitiveness literature builds on many studies that measure destination competitiveness using determinant factors or attributes, focusing specifically on attributes that influence tourism destination competitiveness. However, these studies overlook the critical destination tourism issue of extreme dependence on a particular country. Extreme dependence on a certain source market is a double-edged sword and a serious threat to destination competitiveness. To address this issue of overreliance, this study delves into a cross-cultural destination image using a novel mixed-methods approach comprised of cross-cultural mixed-methods of user-generated content analytics (Study 1) and survey (Study 2). Findings and contributions are subsequently discussed to generate theoretical and managerial implications.