A comparative analysis of information on Cambodia as a tourist destination published on official tourism websites and amateur travel blogs suggests that there are substantial differences in the way Cambodia’s destination marketers and commercial enterprises promote the destination and the way travel bloggers perceive it and write about it. Cambodia’s projected online image elicited through the analysis of official tourism websites consists of mainly cognitive image elements (knowledge and beliefs about Cambodia), whereas its perceived image obtained from amateur travel blogs contains both cognitive and affective (feelings and attitudes towards Cambodia) image elements. Furthermore, the ‘friend’-style relationship that the reader develops with the travel blogger can be attributed to personal projections and thus induces an element of trust not established between the reader and the websites. Findings suggest that a lack of perceived trust among destination marketers and an increased level of trust among authors of user-generated content (UGC) and their readers has led to destination marketers being at a distinct disadvantage compared with their blogging colleagues. The use of affective evaluations of destinations by bloggers alongside their perceived credibility is likely to weigh more heavily in consumer’s decision-making process than promotional material presented by the likes of tourist boards and commercial enterprises. The theoretical and practical implications of these findings are also discussed.

中文翻译：

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认知，情感和信任：柬埔寨感知和预测的在线形象的比较分析

官方旅游网站和业余旅游博客上发布的有关柬埔寨作为旅游目的地的信息的比较分析表明，柬埔寨的目的地营销人员和商业企业推广目的地的方式以及旅行博客对旅游目的地的看法和撰写方式存在很大差异。柬埔寨通过对官方旅游网站的分析得出的预计在线图像主要包括认知图像元素（对柬埔寨的知识和信仰），而从业余旅游博客获得的感知图像包含认知和情感（对柬埔寨的感觉和态度）图像元素。此外，读者与旅行博主建立的“朋友”式关系可以归因于个人预测，从而引起读者与网站之间未建立的信任感。研究结果表明，目的地营销人员之间缺乏感知的信任，而用户生成内容（UGC）的作者和读者之间的信任水平提高，导致目的地营销人员与其博客同事相比处于明显的劣势。与旅游局和商业公司等提供的促销材料相比，博客作者对目的地的情感评估以及他们认为的信誉可能会在消费者的决策过程中产生更大的影响。还讨论了这些发现的理论和实践意义。