Understanding the brand image through Google Maps reviews: Case study of National Parks in Malaysia and France
DOI:
https://doi.org/10.56532/mjbem.v5i1.167Keywords:
Destination brand, User-Generated Content, Perceived brand, Google ReviewsAbstract
National parks like any tourism destination have unique brand images that are shaped both by officials and the visitor perceptions. It is crucial to understand the perceived brand image as it influences the visitation rate, customer satisfaction and long-term success. This study investigates the perceived brand image of 16 national parks in France and Malaysia by analyzing 160 Google Maps reviews. The reviews were manually collected and analyzed through content and thematic analysis to construct the image from viewers. The findings revealed that a lot of themes contribute to the perceived brand image including preserved nature, memorable activities and conservation efforts. The comparative approach shows how brand image is shaped across two distinct cultural contexts even for the similar destinations. This study also highlights the value of Google Maps reviews as an accessible source of user generated insights that can be valuable to destination management organisations in analyzing customer experiences.
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