Culture vs. distance: comparing the effects of geographic segmentation variables on tourists’ destination images based on social media data

Abstract Culture and distance are two major factors for geographically segmenting tourists in tourism marketing advertising. Previous empirical studies on the destination image, however, have examined extensively effect of culture while inadequately distance, let alone comparing effects variables. Using social media data, this study compares distance-based segments with that culture-based producing diverse perceived images a destination. From Sina Weibo 282,532 Chinese mainland who visited Suzhou, China during 2012–2016 their extracted analyzed. The main results include: 1) segments, image differences increased short-haul more comprehensive than long-haul tourists; 2) were clear relatively complex, from Wuyue cultural region had similar perceptions local visitors; 3) q-statistic Geodetector method shows segmentation can explain 65.8% variations 46.6% variations, suggesting is appropriate variable to segment market.