Analyzing Travel Blogs Using a Realist Evaluation Approach

The emergence of virtual social networks has enabled people to communicate and gather information at the click of a button. Although it has been generally accepted that Internet blogs are an important factor influencing consumers’ purchase decisions, the content of travel blogs has commonly been reduced by current research to statistical data and mere categories. This article suggests that it is only by incorporating qualitative analyses of travel bloggers’ experiences that destination marketers can extrapolate, comprehend, and ultimately incorporate into marketing strategies the meanings tourists assign to their tourism experiences. A brief review of the current research methods on blogs establishes the need to apply a realist evaluation of travel blogs using qualitative techniques to complement quantitative research methods. This would allow for both objective and subjective travel experience components to be examined and considered for research and marketing purposes.