Mediatized Tourism

This article aims to apply convergence, a new media concept, to tourism studies in order to enhance the understanding of tourists' agency in destination marketing. Tourists create media products/images which circulate online through various channels like social media. These products are then available for consumption by other tourists, which in turn influences new media products. They all become part of destination marketing processes. Further, by applying convergence to social media networks (Facebook, Twitter, blogs, You Tube and Flickr) related to Rosslyn Chapel and 'The Da Vinci Code', this article shows how tourists are active, alone or in collaboration, in an ongoing consumption and production process relating to tourist spaces.