The Influence of Place-Based Online Representation of Eco-Lodges on Tourists' Destination Image: A Qualitative Study of Iranian Eco-Lodges

Abstract

Understanding the components of the online representation of eco-lodges and their influence on visitors' mental image is essential for explaining tourists' perceptions and behavioral responses. One important aspect of this process is the role of place-based representation in shaping tourists' destination image. Tourists' travel decisions are often influenced by their cognitive and affective perceptions of a destination, which are increasingly formed through digital media. This study investigates how the online representation of Iranian eco-lodges contributes to the formation of tourists' destination image. Eco-lodges have emerged as one of the most significant attractions within nature- and culture-based tourism, attracting visitors who extensively rely on online visual content when exploring and selecting travel destinations. Employing a qualitative research design based on conventional content analysis, this study conducted semi-structured interviews with 21 tourists who had initially discovered an Iranian eco-lodge through online platforms and subsequently selected it as their accommodation. Data collection continued until theoretical saturation was achieved. Content analysis identified four major dimensions of place-based representation: (1) architectural representation, (2) representation of symbolic and experiential meanings, (3) representation of activities and events, and (4) modes of representation. The findings indicate that place-based representation extends beyond the depiction of physical and architectural attributes by communicating multiple layers of human–environment and human–nature interactions, thereby enriching the meaningful experience of place. Such multidimensional representations play a significant role in constructing tourists' destination image through virtual media. The findings provide practical implications for architects and tourism professionals by offering a deeper understanding of how online place representation shapes visitors' perceptions of eco-lodges. They also provide guidance for eco-lodge managers in developing more effective digital content and place-marketing strategies