Network analysis of the Caucasus’ image

Destination image is influenced by many factors, including destination promotion materials, the mass media as a general familiarity agent, the perceivers’ own characteristics and even researchers’ methodological choices. To isolate and minimize the impact of research on destination image, different qualitative and quantitative designs and analysis techniques have been utilized. However, no previous study utilized the network analysis technique, which may be useful to reveal a picture of destination image with the interconnections and hidden dynamisms of dimensions as well as its correlates. The present study applies this technique on qualitative data from an online sample of Americans on their perceptions of a relatively remote and unfamiliar destination, the Caucasus region, in order to hone in on the dramatic impact of mass media on destination image. Results revealed networks of meanings with residue of mass media messages about Boston bombing, with some differences among different genders and education levels.