Big Data in Tourism Destination Image Measurement: A Review between 2013 and 2022

Tourism destination image plays a critical role in tourists' decision-making processes. Therefore, destination marketing organizations (DMOs) have been invested heavily in measuring and managing destination image. With the increasing use of digital platforms, social media, and other technologies, the tourism industry has access to large amounts of data generated by tourists. Advances in Big Data analytics offer new opportunities to measure tourism destination image through vast amounts of digital data. The purpose of this study is to perform a systematic review of existing literature on the utilization of Big Data in measuring destination image. Deploying a meta-analysis methodology, this study investigates the data characteristics and analytical methods employed in 19 articles published in ten reputable academic journals focused on tourism and hospitality. Based on the research findings, the challenges and opportunities associated with using Big Data to measure destination image are examined. This paper is potentially the first attempt to systematically review recent research in this area, which enhances the understanding of trends in measuring destination image with Big Data and provides valuable insights for future research.