What does this research mean for the field?

Specific affective elements in user-generated photos (colour, charisma, storytelling) and videos (trust, authenticity, storytelling) drive their impact on social media and interact with official marketing to co-create nature-based tourism destination imaginaries. Novelty: ClaimNovelty.METHODOLOGICAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

Identify the affective drivers of user-generated photos and videos on social media and construct a conceptual framework explaining how they influence tourism imaginaries.

September 2, 2026Journal of Strategic Marketing

User-generated photos and videos in nature-based tourism marketing: a conceptual model for harnessing their impact on social media

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Authors

WFWiebke Finkler LDLloyd S. Davis LZLei Zhu

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Overview

Synthesis study uncovers affective drivers of user-generated visual media in nature tourism, highlighting key mechanisms behind destination brand co-creation.

Key Points

Identify the affective drivers of user-generated photos and videos on social media and construct a conceptual framework explaining how they influence tourism imaginaries.
Re-analyzed data from a photograph-based Q methodology study and a choice-based conjoint analysis involving visitors to Chinese national parks.
Evaluated survey data capturing viewer engagement with an online whale-watching video.
Integrated findings into a model combining destination image formation, brand co-creation, narrative transportation, and customer engagement theories.
Identified color, charisma, and storytelling as the core affective attributes determining the promotional impact of user-generated photos.
Identified trust, authenticity, and narrative storytelling as the primary determinants of engagement and impact in user-generated videos.
Generated four testable propositions predicting how interaction between visitor content and official marketing yields convergent or divergent destination imaginaries.

Cite This Study

Finkler et al. (2026) studied this question.

synapsesocial.com/papers/6a97e2f6c562ede874ec7807 https://doi.org/10.1080/0965254x.2026.2726171

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September 2, 2026Journal of Strategic Marketing

User-generated photos and videos in nature-based tourism marketing: a conceptual model for harnessing their impact on social media

View Full Paper

Ask AI

Bookmark

Authors

WFWiebke Finkler LDLloyd S. Davis LZLei Zhu

Discussion

Member takes

Overview

Synthesis study uncovers affective drivers of user-generated visual media in nature tourism, highlighting key mechanisms behind destination brand co-creation.

Key Points

Identify the affective drivers of user-generated photos and videos on social media and construct a conceptual framework explaining how they influence tourism imaginaries.
Re-analyzed data from a photograph-based Q methodology study and a choice-based conjoint analysis involving visitors to Chinese national parks.
Evaluated survey data capturing viewer engagement with an online whale-watching video.
Integrated findings into a model combining destination image formation, brand co-creation, narrative transportation, and customer engagement theories.
Identified color, charisma, and storytelling as the core affective attributes determining the promotional impact of user-generated photos.
Identified trust, authenticity, and narrative storytelling as the primary determinants of engagement and impact in user-generated videos.
Generated four testable propositions predicting how interaction between visitor content and official marketing yields convergent or divergent destination imaginaries.

Cite This Study

Finkler et al. (2026) studied this question.

synapsesocial.com/papers/6a97e2f6c562ede874ec7807 https://doi.org/10.1080/0965254x.2026.2726171

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