ASEAN tourism destination: A strategic plan

Abstract

This is a preliminary research to explore the construction of ASEAN tourism promotion via @goaseantv images for the period January until December 2016. This research shows the promotion activities from the regional destination management organization to develop the image of ASEAN tourism destination. These activities were observed from the marketing communication conducted via Twitter. Thr research conducted on a content analysis for each image posted on @goaseantv. These images were analyzed and categorized in reference to the image linked to the website or other social media. Images were categorized into the following types: whether the image was natural or edited, the number of the objects displayed, the type of view, the type of objects displayed, the number of humans displayed, the animal species displayed, the type of lodging and accommodation, the dominant color, the art and culture, the food, the souvenir, the country of origin, as well as the type of the activities displayed. A total of 255 photos were analyzed and the results show that the majority of the images uploaded to Facebook, displayed natural imagery rather than edited imagery, consisted of a single picture, the focus was on panoramic views, and most views displayed the sea.