Travel Blogs and the Implications for Destination Marketing

Crotts, J. et al.  “Travel Blogs and the Implications for Destination Marketing.”  Journal of Travel Research August 2007 vol. 46 no. 1 35-45

This article explores travel blogs as a means of narrating personal travel experience for the benefit of other travelers, other bloggers, or any participating audience.  Crotts et al synthesize the contents of three major travel blogs and search engines to detect trends and patterns recurrent in each in order to reach a conclusion as to the purpose of each.  Since this article focuses mainly on the actual content of the blogs, and not the rhetoric – especially as sales pitches for tourist destinations – it locates the primary appeals for travelers to a specific locale (in this case, Charleston, SC). The attraction to this destination, according to three major travel blogs, had to do with the city’s charm, hospitality, and beaches; in contrast, the downfall of the location had to do with weather, infrastructure, and dining.  Basically, this article’s qualitative approach is meant to show that travel blogs are an affordable way to market and assess travel experiences.

Although this article does not address the rhetorical makeup of travel blogs, it does focus on a possible audience and purpose.  This approach does lend to the notion that the rhetoric of this genre has a specific goal and intended effect, which might indeed reflect a division of audience members based on socio-economic criteria.  Even if travel blogs are meant as sales pitches, this still adds complexity to the already obvious exclusion of certain parties or audiences from participation.  Adding the actual economic side effects of such websites adds further depth to this research.