Travel blogging between personal staging and commercial alignment – a conceptual framework

Bibliographic Data

ID22060741
AuthorsNora Winsky (0000-0002-9006-5347), Julia Dickow
Year2021
Volume20
Publication date2021-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueVia Tourism Review (JOURNAL)
Journal identifiersISSN: 2259-924X • E-ISSN: 2259-924X
PublisherOpenEdition (PUBLISHER)
DOI10.4000/viatourism.7415
OpenAlexW4200351832
LanguageEN
References cited31

Due to recent changes in the blogosphere, and in travel blogging in particular, there is a need to reflect on travel blogs as complex media. In this article, commodification and professionalization processes, as well as the specific situatedness of travel blogs at the interface of on- and offline worlds, are taken into account in order to present a differentiated and adaptable conceptual framework for analyzing travel blogs. Within this framework, blogs are situated between personal staging and commercial alignment. The paper shows, how the use of different blogging practices (such as sharing and recommending travel experiences) allows bloggers to construct and use different web-identities simultaneously. By using close and wide readings, it is demonstrated how playing the role of connoisseur of a tourist city and online friend (personal staging) enables bloggers to establish a profitable travel blog and be effective with their marketing strategies (commercial alignment). A case study of travel blogs relating to Barcelona serves as an illustrative example and confirms the suitability of this conceptual approach

Advertising · Blogosphere · Business · Conceptual framework · Microblogging · Netnography · Political science · Situated · Social media · Sociology · The Internet · Tourism · World Wide Web · Computer Science · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Sharing Economy and Platforms

Tools

Open DOIOpen Access