User Generated Electronic Content and Destination Image

Despite the increase in the usage of User Generated Electronic Content as an information source by tourists, its influence in destination image formation is not yet fully researched. This research fills gap by ascertaining the communicated image held by tourists to Zanzibar Island (Tanzania). Content analysis on 95 communications yielded 13 destinations attributes. Comparatively, functional attributes were dominant to potential tourists while psychological attributes in post travel image perception. Those who have visited tended to have a positive image of the Island. Results imply the differential use of the functional and psychological based information in communicating with tourists at different information search stages. Studies to capture communications in another language is recommended as well as employing methodologies that might reveal hidden images held by tourists.