The present study evaluates the value of tourists’ blogs as a research data source by using them to evaluate the tourist experience and to assess their influence on the decision-making process of prospective tourists. The blogs of 103 tourists visiting South Tyrol, 32 written in English and 71 written in Italian, were analyzed using textual and image content analysis. The text of 246 comments posted to these blogs was analyzed to evaluate the possible influence of bloggers’ narrative on prospective tourists. The results show cultural differences in the way tourists use blogs. Italian blogs appear to have more potential to influence the decision-making process of prospective visitors since their comments often contain recommendations and authors’ declaration of their own future intentions to travel to South Tyrol. They also demonstrate significant potential for revealing market-relevant aspects of tourists’ experience although they do not always convey the ‘experience essence’.
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