Validating image in the information age

Purpose – The purpose of this paper is to explore how tourism and hospitality images are validated and checked to ensure accuracy through the use of online resources. These refined images ultimately impact on buying patterns. Design/methodology/approach – The author reviews the literature on the role of social media and uses in‐depth interviews to gain a deeper understanding of how technology is used to check images. Findings – A clear pattern to image formation is clear when image‐validators seek general insights from past customers and then refine images to build a final tight short‐list of options which is checked directly with members of a personal online social network. Practical implications – With a greater understanding of image‐validation, it is hoped that DMOs and hotels will use the more generic sites to allow past customers to upload their own reviews and comments. Originality/value – Whilst there is a lot of information on the use of the internet and social media, specific research into image validation is very limited, as far as the author is aware.