Visual communication in tourism research: Seoul destination image

Visual methods are belatedly gaining traction in tourism research. These methods, including semiotics, content analysis, drawing and mapping are being applied to decoding the highly visual narratives found in print and online tourism promotion materials and in tourists' user generated content. These narratives reveal how tourism destination image is formed by the perpetual and cumulative circulation of photographic representations by multiple parties. In this chapter the formation of Seoul, South Korea destination image is discussed in terms of basic tourism theory, empirical methods and outcomes. This case study demonstrates the effective fit between tourism theory and visual methods that is increasingly recognized by tourism theorists, researchers and practitioners. The step by step presentation of the research makes this case study an ideal guide for students and researchers new to visual methods in communication.