Social Media Affordances for Destination Image Formation

<p dir="ltr">This research examines how destination images are formed on social media. Focusing on Melbourne’s local governments, companies, organisations, and the social media users who engage with their content, the thesis demonstrates that destination images are co-created—sometimes intentionally, but more often unintentionally—as actors actualise social media affordances. The findings provide valuable insights for managers, policymakers, and other stakeholders with the resources and strategic intent to design more effective approaches to destination image formation.</p>