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The purpose of this paper was to study responses to traditional food of a country, focusing on emotion-motivational responses by locals and foreigners.

Through an experimental design study, Portuguese and Foreign participants were exposed to both traditional and nontraditional food pictures of a country and asked to evaluate their emotional and motivational responses while physiological responses of electrodermal activity were being continuously recorded. Predisposition factors of body dissatisfaction, food neophobia and food involvement were also evaluated given their potential role in predicting the responses to the visualization of the food pictures.

This study found that local traditional food received a higher positive evaluation than nontraditional food with locals evaluating it even higher than foreigners. Higher feelings of arousal and desire as well as willingness to try in response to traditional food were also found as well as higher feelings of pleasure by locals. However, interestingly, and contrary to expectations derived from previous literature, emotion-motivational responses were not significantly different between locals and foreigners.

To the best of the authors’ knowledge, this research addressed an identified research gap in the literature, being the first one evaluating the autonomic responses of consumers to traditional food by exploring how local and foreign consumers respond to traditional food versus nontraditional food using psychophysiological measures of emotion.

El objetivo principal de esta investigación fue estudiar las respuestas a la comida tradicional de un país, centrándose en las respuestas emoción-motivación de los locales y los extranjeros.

A través de un estudio de diseño experimental, los participantes portugueses y extranjeros fueron expuestos a imágenes de comida tradicional y no tradicional de un país y se les pidió que evaluaran sus respuestas emocionales y motivacionales mientras se registraban continuamente las respuestas fisiológicas de la actividad electrodérmica. También se evaluaron los factores de predisposición de la insatisfacción corporal, la neofobia a la comida y la implicación en la comida, dado su papel potencial en la predicción de las respuestas a la visualización de las imágenes de comida.

Encontramos que la comida tradicional local recibió una evaluación positiva más alta que la comida no tradicional, con los locales evaluándola incluso más alto que los extranjeros. También se encontraron mayores sentimientos de excitación y deseo, así como la voluntad de probar en respuesta a la comida tradicional, así como mayores sentimientos de placer por parte de los locales. Sin embargo, curiosamente, y en contra de las expectativas derivadas de la literatura anterior, las respuestas emocionales-motivacionales no fueron significativamente diferentes entre los locales y los extranjeros.

Esta investigación abordó una brecha de investigación identificada en la literatura, siendo la primera que evalúa las respuestas autonómicas de los consumidores a la comida tradicional al explorar cómo los consumidores locales y extranjeros responden a la comida tradicional frente a la no tradicional utilizando medidas psicofisiológicas de emoción.

本研究的主要目的是研究本地人和外国人对一个国家的传统食物的情感动机反应。

通过实验设计研究, 葡萄牙人和外国参与者会看到一个国家的传统和非传统食物图片, 并被要求评估他们的情绪和动机反应, 同时连续记录皮肤电活动的生理反应。考虑到其他变量在预测对食物图片可视化的反应方面的潜在作用, 还评估了身体不满、食物恐惧症和食物参与的易感因素的影响。

研究结果发现, 当地的传统食物比非传统食物得到了更高的积极评价, 且当地人对它的评价甚至比外国人更高。当地人对传统食物的表现出更高的唤醒, 欲望和尝试意愿, 以及更高的愉悦感。然而, 有趣的是, 与以往文献的预期相反, 当地人和外国人之间的情绪动机反应并没有呈现出明显差异。

这项研究填补了现有文献中的研究空白, 它是第一个通过使用心理生理学的情绪测量方法来探索本地和外国消费者对传统食物与非传统食物的反应, 从而评估消费者对传统食物自主反应的研究。

This study aims to critically review the research on food eco-labels to identify research gaps and recommend future research directions in business and management.

A hybrid integrated review combines bibliometric analysis with an in-depth framework-based study of theory–context–characteristics–methodology (TCCM) and reviews quality research published over 21 years between 2002 and 2022.

We identify key research themes and the knowledge structure of food eco-label research. Future researchers should explore food eco-label dynamics and phenomena in areas related to consumer behaviour, information, consumer knowledge, environmental concerns, trust, packaging and willingness-to-pay as antecedent factors.

This review contributes to the business and management literature by quantifying existing research and consolidating its evolution. The articles were sourced from the established Web of Science (WoS) database. Other databases should be included in future reviews. We also focus on research published in business and management. Further studies could include research beyond such specialised domains.

Consumers need more information on the objectives and meaning of food eco-labels. The dissemination of knowledge on eco-labels, as well as effective communication and information on eco-labels, are relevant to future research issues.

The knowledge derived from this research holds significant potential in shaping policies and devising tools aimed at reducing the carbon footprint linked to food production and consumption. Considering the substantial impact of these activities on our planet’s carbon footprint, addressing food security and sustainability emerges as a crucial concern for humanity. Recognising the importance of eco-label communication and information becomes particularly pertinent for future generations, who stand to bear the most substantial impact of climate change and sustainable development. These generations are also more inclined toward embracing and implementing sustainable practices.

There are no comprehensive, integrated reviews exploring the methods, variables and constructs used in studies on food eco-labels based on all articles published in WoS journals in the business and management domains. This is the first comprehensive literature review using a hybrid approach (bibliometric review with TCCM framework) in the field of food eco-label research.

本研究擬以批判性的態度,審閱過去有關食物生態標籤的研究,以能確認研究缺口,並於商業和管理的範疇裡,建議今後的研究方向。

這是一個混合綜合審閱研究。研究結合了文獻計量分析方法和理論 -背景 - 特徵 - 方法論 (TCCM) 框架; 研究人員審閱於2002年與2022年間二十一年裡出版的高水平學術研究。

我們確認了關於食物生態標籤的研究裡主要的研究主題和知識結構。研究人員和學者今後應致力關於消費行為、資訊、顧客知識、環境關注、信任、包裝和支付意願等議題的研究範疇,以能在這些範疇內,把食物生態標籤的變革動力和現象,作為是先前因素進行探索。

本研究確定了現存有關的研究的數量,並幫助鞏固了這類研究的發展,就此,對商業和管理文獻作出了貢獻。審閱的學術論文均來自被認可的 Web of Science 資料庫。今後的研究應涵蓋其它資料庫; 而且,我們的焦點是放在關於商業和管裡的文獻上; 研究人員和學者今後或許也應致力於其它研究範疇。

消費者需要更多關於食物生態標籤目標和意義的資訊; 因此,今後的研究須關注生態標籤知識的傳播,以及生態標籤的有效溝通和資訊。

根據於 Web of Science 出版、以及在商業和管理領域內的學術論文,似乎沒有全面的或綜合的審閱,去探索有關食物生態標籤研究內採用的研究方法、變數和構築。本研究為在食物生態標籤研究領域裡,首個使用混合方式 (結合文獻計量分析方法和理論 -背景 - 特徵 - 方法論 (TCCM) 框架)的全面文獻審閱。

The purpose of this study is to verify the existence of loyalty among fast-food customers and its dependence on fast-food service quality, comprising service quality, food quality and store atmosphere. This study also examines the direct and mediating role of constructs such as satisfaction and trust in creating loyalty in fast-food restaurants (FFRs).

A sample of 456 fast-food customers was collected using a structured questionnaire. This paper uses partial least squares path modeling to test and validate the study’s research model and hypotheses.

The results suggest that fast-food service quality has a positive influence on satisfaction, trust and loyalty among fast-food customers. The findings also reveal a mediating effect of trust (partial mediation), increasing the effect of satisfaction on loyalty.

This study reinforces the importance of considering the attributes that influence customer loyalty. Specifically, food quality is considered key to increasing loyalty among FFR customers.

This study proposes an integrated model influenced by three factors that contribute to fast-food service quality (i.e. food quality, service quality, atmosphere) along with classical variables used in the marketing literature (i.e. satisfaction, trust) in the creation of FFR loyalty. This study also follows modern procedures in PLS-SEM by challenging conventional methods.

本论文旨在验证快餐消费者的忠诚度及其与快餐质量之间的关系, 其中质量包括服务质量、食物质量、和饭店氛围。本论文还旨在检验满意度和信任度在快餐饭店（FFRs）的消费者忠诚中的直接和间接作用。

本论文采用结构问卷采样形式, 456位快餐消费者为问卷样本。本论文采用偏最小二乘回归（PLS）的路径建模数据分析方法来分析和验证模型及假设。

快餐服务质量对于快餐消费者的满意度、信任度、和忠诚度有着积极促进作用。此外, 本论文发现信任度对于增加满意度对忠诚度的影响有着中介调节作用（部分中介调节）。

本论文重新提出了影响消费者忠诚度的各种因素。具体是, 食物质量是增加FFR消费者忠诚度的重中之重。

本论文提出一体化模型包括三种快餐服务衡量因子（食物质量、服务质量、环境）以及营销文献中常用变量（满意度、信任度）, 来检验FFR忠诚度。本论文还挑战传统研究方法, 采用PLS-SEM现代程序来进行分析研究。

质量、满意度、信任度、忠诚度、快餐饭店（FFRs）、PLS-SEM

This study aims to analyze the current practices of food and beverage (F&B) photography and styling through the eyes of professionals involved in the food business.

A phenomenological research approach was used and empirical data were collected via a series of semi-structured interviews with professional food photographers. Purposive and snowballing sampling methods were used and the participants of this study consisted of 26 F&B photographers and stylists who were actively and professionally working in this field. Content analysis was applied to the empirical data.

The research findings reveal several key themes in F&B photography and styling: emotional appeal, key trends, career opportunities, required skills and abilities and interventions and ethical considerations. Three specific roles were identified in F&B photography and styling: food and beverage photographer, food and beverage stylist and prop stylist.

This study offers discussions on the pros and cons of F&B photography beginners and professionals and the food business.

This is one of the first studies to offer empirical findings and discussions on the concept of F&B photography and styling.

论当前餐饮业中食物和酒水照相和摆盘的措施

本论文探索分析当前餐饮业中F&B通过专业摄像来对食物照相和摆盘的措施。

本论文采用现象学研究方法, 对专业食物摄像师进行半结构化访谈, 采集数据。通过目的性和滚雪球式采样方法, 共26位F&B专业摄影师和摆盘师接受了访谈。本论文采用文本分析法对数据进行分析。

研究结果展示了多个F&B摄像和摆盘中的关键主题:（1）情感吸引（2）热门趋势（3）就业机会（4）所需技巧和能力（5）介入和道德考量。F&B摄像和摆盘的三个具体职位:（1）餐饮摄影师（2）餐饮摆盘师（3）料理造型师。

本论文对F&B摄像业余和专业摄像师和餐饮企业的优劣势进行探讨。

本论文是首篇对F&B摄像和造型的概念进行深入探讨并且提供实证调研的文章。

The purpose of this paper is to evaluate the role of farm-to-table (FTT) activities in agritourism towards sustainable development based on three agritourism farms in Brunei.

The study is based on qualitative data using semi-structured interviews with 23 participants involved in the management of the farms. In-depth interviews are considered the most appropriate approach to gain the unexplored perspectives of the agriculture community at the three agritourism farms.

The study found that FTT activities imparted in agritourism contribute towards sustainable development economically, socially and environmentally. FTT leads to the establishment of small medium and micro enterprises, which, in turn, creates employment for the local people. It also plays a part in preserving the ethno-culinary heritage of indigenous food, promoting food localism and sustainable agriculture. These findings suggest that FTT activities play an important role in revitalizing the local community. The outcome of this empirical research may enable planners to better formulate regional policy based on a balanced approach taking into account the three dimensions of sustainability towards agritourism development. From a theoretical standpoint, this study adds value to the literature by identifying the contributions of FTT activities towards sustainable development emphasising on the consumption of local ethnic food and food localism.

The contributions of agritourism for local farms has not been extensively discussed especially in Brunei’s local agriculture industry. This study will provide evidence that FTT activities contribute towards a moderate form of food activism; one that re-forges the disrupted linkages between people, nature and cultural heritage.

在农业旅游可持续发展中农场到餐桌活动的作用

本文的目的是利用三个汶莱农业旅游农场来评估农场到餐桌 (FTT) 活动在发展农业旅游可持续中的作用。

该研究基于对参与农场管理的 23 名参与者进行半结构化访谈的定性数据。 深入访谈被认为是获得三个农业旅游农场农业社区未探索观点的最合适方法。

结果表明, 农业旅游中的 FTT 活动有助于经济、社会和环境的可持续发展。 FTT 导致中小型企业的建立进而为当地人民创造就业机会。 它还在保护民族烹饪文化遗产的土著食品、促进食物本地化和可持续农业方面发挥作用。 这些发现表明 FTT 活动在振兴当地社区方面发挥着重要作用。 这项实证研究的结果可使规划者能够更好地制定基于平衡方法的区域政策, 同时考虑到农业旅游可持续性发展的三个维度。 理论来说, 本研究通过确定 FTT 活动对可持续发展的贡献, 强调当地民族食品的消费和食品地方主义, 为文献增加了价值。

农业旅游对当地农场的贡献尚未得到广泛讨论, 尤其是在文莱当地的农业产业中。 这项研究提供的证据表明 FTT 活动有助于适度形式的食物激进主义; 一种重建人、大自然和文化遗产之间被破坏的联系的方法。

El propósito de este documento es evaluar el papel de las actividades de agroturismo «de la granja a la mesa» (FTT, por sus siglas en inglés) hacia el desarrollo sostenible con base en tres granjas de agroturismo en Brunéi.

El estudio se basa en datos cualitativos mediante entrevistas semiestructuradas con 23 participantes involucrados en la gestión de las granjas. Las entrevistas en profundidad se consideran el enfoque más apropiado para obtener las perspectivas inexploradas de la comunidad agrícola en las tres granjas de agroturismo.

Los resultados sugieren que las actividades FTT impartidas en el agroturismo contribuyen al desarrollo sostenible desde el punto de vista económico, social y medioambiental. Estas actividades conducen a la creación de pequeñas y medianas empresas y microempresas, lo que a su vez crean empleos para la población local. También desempeña un papel en la preservación del patrimonio etno-culinario de los alimentos indígenas, promoviendo el localismo alimentario y la agricultura sostenible. Estas conclusiones sugieren que las actividades FTT desempeñan un papel importante en la revitalización de la comunidad local. El resultado de esta investigación empírica puede permitir a los planificadores formular mejor una política regional con base en un enfoque equilibrado que tenga en cuenta las tres dimensiones de la sostenibilidad hacia el desarrollo del agroturismo. Desde un punto de vista teórico, este estudio agrega valor a la literatura al identificar las contribuciones de las actividades FTT al desarrollo sostenible, haciendo hincapié en el consumo de alimentos étnicos locales y el localismo alimentario.

Las contribuciones del agroturismo para las granjas locales no se han discutido ampliamente, especialmente en la industria agrícola local de Brunéi. Este estudio proporciona pruebas de que las actividades FTT contribuyen a una forma moderada de activismo alimentario que restablece los vínculos perturbados entre las personas, la naturaleza y el patrimonio cultural.

With the growing popularity of social media, it has become common practice for consumers to write online reviews to share their opinion and experience as well as consider others' reviews to inform purchase decision-making. This study investigated how online review sentiments towards four key aspects (food, service, ambience and price) change after a restaurant is awarded a Michelin Star to shed light on how the award of a Michelin Star affects online reviews as well as what factors contribute to positive online restaurant reviews.

The authors conducted a sentiment analysis of online restaurant reviews on TripAdvisor. A total of 8,871 English-written reviews from 87 restaurants located in Europe were extracted using a web crawler developed by Beautiful Soup, and data were then processed using Semantria.

The study findings revealed that overall sentiments decreased after restaurants were awarded a Michelin Star, in which service sentiment was the most affected aspect, followed by food and ambience. Yet, price sentiment showed a prominent increase. This provides valuable insights for Michelin-starred restaurant operators and owners to create a unique and compelling gastronomic experience that triggers positive online reviews.

The results of this study argue that consumers tend to hold higher expectations for this type of upscale restaurants given its recognition and quality assurance, so they are more likely to have negative feelings when their expectations are disconfirmed. Therefore, restaurants should continuously improve their food and service while paying attention to small details such as ambience, through creativity and innovation. Also, high-end restaurants, especially Michelin-starred restaurants, usually have the edge in premium pricing, yet competitive pricing may backfire considering its perceived luxurious values.

This study analyzed changes in customer sentiments when a restaurant is awarded a Michelin Star through text analytics. Through the lens of online restaurant reviews, the study findings contribute to identifying aspects that are most or least affected by the award of a Michelin Star as well as highlight the role of ambience in customer satisfaction which might have been overlooked in previous studies.

隨著社交媒體日趨普及，消費者出現一種常見的做法，就是在網上書寫評論，分享他們的意見和體驗，他們也會參考其他消費者的評論，以在購物時能作出知情決定。本研究擬探討當餐館獲得米其林星級時，消費者對它們在四個主要方面 (即食物、服務、情調和價格) 的網上評價會如何改變。我們藉此能更容易了解、餐館獲得米其林星級會如何影響其網上評論，以及是哪些因素、會為這些餐館帶來正面的網上評價。

我們對貓途鷹平台上的網上餐館評論進行情感分析。透過BeautifulSoup 研發的網絡爬蟲，我們取出位於歐洲87間餐館、共8,871個以英文書寫的評論，並把這些數據以Semantria加以處理。

研究結果顯示、當餐館獲得米其林星級時，顧客的整體情緒會下降，而其中最受影響的是服務情懷，其次是食物和情調; 但價格情緒卻有明顯的上升。這研究結果給獲得米其林星級餐館的經營者及其東主提供寶貴的啟示，讓他們了解如何為顧客創造一個可帶來正面網上評價的獨特而難忘的美食體驗。

本研究透過文本挖掘、去分析當餐館獲得米其林星級時，顧客情緒會如何改變; 透過網上餐館評論這面透視鏡子，本研究得到的結果、幫助我們確定米其林星級的聲譽所影響最大和最小的是哪些方面，以及讓我們更深入了解餐館的情調在顧客滿意程度上所扮演的角色，而這個角色在過去的研究中似被忽視。

本研究的結果提供了論據、證明由於消費者對擁有相關的認可和品質保證的這類高檔餐館一般予以較高的期望，故當他們發現期望與現實不符時，他們更容易產生負面的情緒; 因此，餐館在關注如情調方面的細節的同時，也應透過創造力和新觀念、去不斷改善他們提供的食物素質和服務水平; 而且，高檔餐館，尤其是獲得米其林星級的餐館，通常在溢價定價方面享有優勢，但當考慮到感知的奢華價值時，具競爭力的價格或會為餐館帶來反效果。

This study aims to quantify the underlying feelings of online reviews and discover the role of seasonality in customer dining experiences.

This study applied sentiment analysis to determine the polarity of a given comment. Furthermore, content analysis was conducted based on the core attributes of the customer dining experiences.

Positive feelings towards the food and the service do not show a linear relationship, while the overall dining experiences increase in line with the positive feelings on food quality. Moreover, feelings towards the atmosphere of the restaurants are the most positive in peak season.

This study provides guidelines for restaurateurs regarding the aspects that need more attention in different seasons.

The paper contributes to the knowledge of customer feelings in local restaurants/gastronomy and the role seasonality plays in fostering such feelings. In addition, the novel methodological procedures provide insights for tourism research in discovering new dimensions in theories based on big data.

本论文旨在量化在线评论中的情感导向以及发掘季节性对消费者用餐体验的作用。

本论文采用情感分析法对既定评论做出情感判断。此外, 本文还依据消费者用餐体验中的核心价值采用了内容分析法。

研究发现消费者对食物和服务的正向情感并不是线性关系。然而, 整体用餐体验与对食物质量的正向情感是线性正向的关系。此外, 消费者对饭店氛围的情感在旺季的时节是最为突出的。

本论文对饭店从业者在不同季节的关注点上起到了指导作用。

本论文对地方饭店/美食的消费者情感认知做出了贡献, 此外, 本论文还对季节性如何促进消费情感的作用做出了研究。本论文还采用了新型的研究方法, 这对于旅游研究来说, 做出了基于大数据的新理论研究方向。

The authors propose a dairy bundle, integrating strategies to jointly maximise producer revenue and consumer utility according to the latter's preferences.

An algorithm based on a nested logit model identifies the bundle maximising producer revenue based on factors affecting consumer purchase behaviour. The data are drawn from a mall-intercept survey administered in Iran, with consumers stating a hypothetical choice among a comprehensive set of dairy products.

Demographic characteristics and marketing mix elements significantly affect consumers' preferences. An algorithm based on the estimated dissimilarity parameter determines the best bundle of dairy products, simultaneously obtaining the highest utility and the highest expected revenue.

Consumer preference and maximum producer or retail seller income are considered simultaneously. The bundling promotion strategy is widely used for food offerings and fresh foods and can be extended to other products.

我們擬根據消費者偏好，提出一個整合了多個策略的捆綁包，以使生產製作者得到最高的收入和最佳的消費者效用。

研究人員根據巢式Logit 模型的演算法確認了一個捆綁包，以使生產製作者能得到最高的收入，而這均建基於會影響消費者購買行為的各個因素。有關的數據取自於伊朗的商場內進行的攔截調查，而回應的消費者須假想他們從一整套乳製品中選擇他們會購買的產品。

研究結果顯示，人口特徵和市場營銷組合元素均會顯著地影響消費者的偏好，一個基於估算的相異性參數而建立的演算法可確認最佳的乳製品捆綁包，這演算法同時也可取得最佳的裨益和最高的預期收入。

於本研究中，研究人員同時考慮消費者的偏好和生產製作者或零售賣家的最高收入。捆綁式的促銷策略在食物供品和新鮮食品方面被廣泛使用，這策略可擴展至其他產品。

乳製品捆綁包、消費者偏好、最佳化演算法、巢式Logit 模型.

User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection.

A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant.

The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites.

The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose.

This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.

用户生成内容和在线评论, 与酒店行业, 包括饭店业中的购买决策是密不可分的。但是在这个研究领域里, 对于分享照片的影响力还尚未可知。本论文旨在研究在线平台中的用户生成照片对于饭店选择的影响。

本论文采用问卷采样形式, 问卷样本为在30天之内通过上网搜索选择饭店并且就餐至少一次的葡萄牙波尔图地区居民, 有效样本数量为319份。

人们在上网搜索饭店时, 找到食物图片和其他用户生成的有关饭店评论对于消费者决策有着至关重要的作用。本论文结果还表明, 尽管饭店运营的在线平台比如官方社交媒体网页和网站等很重要, 但是消费者在决策中最考虑的因素是那些评论型网站, 消费者会更倾向于找到用户生成的图片来帮助他们的消费决策。

本论文结果对于饭店管理者理解在线平台的用户生成图片的重要性有着很大的启示。本论文建议其管理者应该使用适当的营销手段来促使自己饭店的相关照片得到用户的分享。

本论文拓展了用户生成内容的现有认识, 研究了饭店照片被消费者分享到在线平台的重要性。

线上口碑效应 e-WOM、在线平台 、在线评论 、照片分享 、饭店管理 、社交媒体 、用户生成内容

研究论文

This study aims to explore the visual social media (SM) (Instagram) communication and the visual characteristics of smart tourism destination (STD) communication from destination marketing/management organizations (DMOs) and user-generated content (UGC) perspectives, which refer to projected image and perceived image, respectively.

Three DMO official accounts of STDs (Helsinki, Gothenburg and Lyon) and corresponding official hashtags were selected for the sample and total 6,000 post data (1,000 × 6) were retrieved from Instagram. Visual communication content was examined with a netnographic design over a proposed four-level visual content framework using corresponding methodological approaches (thematic analysis, visual analysis, object detection and text mining) for each level.

Among the eight emerging themes dominating the images, communication of smart elements conveys far less than expected textual and visual signals from DMOs despite their smart status, and in turn, from UGC as well. UGC revealed three extra image themes regardless of smartness perception. DMOs tend to project and give voice to their standard metropolitan areas and neighborhoods while UGCs focus on food-related and emotional elements. The findings show a partial overlap between DMOs and UGCs, revealing discrepancies in objects contained in visuals, hashtags and emojis. Additionally, as a rare attempt, the proposed framework for visual content analysis showed the importance of integrated methods to investigate visual content effectively.

The number of attributes in visual analysis and focusing on the observed elements in text content (text, hashtags and emojis) are the limitations of the study in terms of methodology.

Apart from the multiple integrated methods used over a netnographic design, this study differs from existing SM and smart destinations intersection literature by attempting to fill a gap in focusing on and exploring visual SM communication, which is scarce in tourism context, for the contents generated by DMOs and users.

本研究旨在探讨从目的地营销管理组织（DMO）和用户生成的内容（UGC）获取的视觉社交网站传播（instagram）以及智慧旅游目的地的视觉特征。这两个角度在本文中分别命名为投射形象和感知形象。

本文收集了三个智慧旅游目的地（赫尔辛基、哥德堡、里昂）的DMO官方账号及其对应的官方标签数据, 其中从Instagram获取了一共6000个帖子（1000 x 6）。视觉传播内容是通过网络民族志设计进行分析的, 该设计采用四层视觉内容框架, 每一层使用相应的方法, 包括主题分析、视觉分析、目标检测、文本挖掘。

在8个新兴的主导形象中, 智慧元素, 尽管是智能的, 但其传达的信息远不如预期的来自DMO的文本和视觉信号, 同样, 也不如来自UGC的信息。无论智慧感知程度如何, UGC显示了3个额外的形象。DMO倾向于展现和表达目的地标准的大都会地区及其临近社区, 而UGC专注于与食物相关的和情感的元素。我们的研究显示了DMO和UGC内容的部分重叠, 但揭示了两者在图像、标签和表情符号中包含对象的差异。此外, 作为一个少有的尝试, 我们提出的视觉内容分析框架展示了集成方法对有效研究视觉内容的重要性。

从方法上来说, 视觉分析中属性的数量和在文本语境中对观察元素的关注是本研究的局限性

除了在网络民族志设计中使用多个集成方法,本文和以往社交媒体和智慧目的地交互文献的区别还体现在关注和探索DMO和UGC生成内容的视觉社交媒体沟通, 这类研究旅游研究情境下是少见的。