This study proposes to quantify media messages about a tourist destination in the form of time series and then use these series as variables representing a qualitative factor of destination image in models of tourism demand. Quantified media messages, or Dynamic Destination Image Index series, are obtained applying content analysis methodology to media materials that reflect news volume, topics raised about the destination, and favorability of coverage. The methodology of quantifying media messages is demonstrated using articles about Russia published in three influential U.K. newspapers—the Times, the Guardian, and the Independent. To test whether media messages account for variance not captured by traditional econometric variables, the series were used in models of total and leisure U.K. arrivals to Russia for the period of 1993-2007. Four DDII-Russia news series were found to be significant factors in consumer destination choice.
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