How Do Tourism Stakeholders Co-Create Destination Images with Photos on Social Media?

Previous research overwhelmingly emphasizes discrepancies in constructing destination images from different stakeholders but ignores the potential attempt for convergence. From the perspective of symbolic convergence theory, this study explores how tourism stakeholders co-create destination images with photos on social media by occupying different roles. A blended approach combining content and thematic analysis is employed to analyze submitted photos and text to a destination branding project in Macau. Results show that the themes of tourist-generated photos reflect contrasting destination images of Macau—a peaceful versus hedonistic destination. Nonetheless, these contrasting images do not lead to a disjointed overall image but bring unique pieces to complete the destination image puzzle, which contributes to a favorable destination appeal. In the co-creation process, the destination management organization (DMO) selects photos according to its strategic goals, while online viewers express their love and support through posting comments.