The area of her research interests is destination management, marketing, and branding, with the focus on quantitative assessment of destination image and brand communications using unstructured and qualitative data. She is especially interested in influence of media messages on image formation, and destination image as a factor in explaining destination choice. Svetlana also studies applications of information technologies in travel and tourism, particularly virtual travel communities, destination websites, and user-generated content as a means of obtaining a competitive advantage.