With social platforms beginning to play a significant role in communicating tourist experience the offline reality of touristic spots undergo certain changes, as their media presentations serve to convey user's images in digital reality. As an illustration, we drew the experiences of Chinese tourists visiting the Russian northern port of Murmansk. The study of travelers' reviews has revealed that this destination is positioned in accordance with its image upheld by Chinese online culture and has little in common with local perceptions of the place.