The consistency of projected online destination images: comparing the official websites and Instagram accounts of main destinations in Southeast Asia

Purpose In the context of integrated promotion, it is essential to promote destination images consistently across multiple digital channels. This study aims to examine the consistency of online destination images projected through the official tourism websites and the Instagram accounts of five main destinations in Southeast Asia. Design/methodology/approach Previous studies have used correspondence analyses to measure the relationship between categorical variables. In the present study, a Spearman's rank-order correlation was performed after the correspondence analyses to cross-check the results. Findings Destinations in Southeast Asia tend to project images that are similar to each other. The correspondence analyses and Spearman's correlation found that only one country in the area projected relatively consistent destination images. By contrast, the other destinations tend to promote inconsistent images through their official websites and Instagram accounts. Originality/value Previous studies have assessed the consistency of projected destination image by comparing communication channels managed by government/public organisations with channels of private sector organisations. This was achieved by comparing printed materials with digital channels. By contrast, this study highlights the importance of assessing a destination's online projected image consistency across different digital platforms (official tourism websites and official Instagram accounts) within the perspective of integrated promotion.