Geotourism and Destination Brand Selection: Does Social Media Matter?

A one-way conversation with consumers in destination branding was pervasive when destination-marketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by consumer-generated videos and destination-marketing organization videos. The findings suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos. In addition, consumer-generated videos have little positive impact on a destination brand. This study provides insight into destination-branding strategies with respect to the roles that social media plays in creating destination-brand identity and image.

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Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach

Information and Communication Technologies in Tourism 2022 ◽

10.1007/978-3-030-94751-4_31 ◽

2022 ◽

pp. 343-355

Author(s):

Roman Egger ◽

Oguzcan Gumus ◽

Elza Kaiumova ◽

Richard Mükisch ◽

Veronika Surkic

Keyword(s):

Machine Learning ◽

Social Media ◽

Destination Image ◽

User Generated Content ◽

Learning Approach ◽

Projected Image ◽

Machine Learning Approach ◽

Destination Brand ◽

Practical Implications ◽

Insight Into

AbstractSocial media plays a key role in shaping the image of a destination. Although recent research has investigated factors influencing online users’ perception towards destination image, limited studies encompass and compare social media content shared by tourists and destination management organisations (DMOs) at the same time. This paper aims to determine whether the projected image of DMOs corresponds with the destination image perceived by tourists. By taking the Austrian Alpine resort Saalbach-Hinterglemm as a case, a netnographic approach was applied to analyse the visual and textual posts of DMO and user-generated content (UGC) on Instagram using machine learning. The findings reveal themes that are not covered in the posts published by marketers but do appear in UGC. This study adds to the existing literature by providing a deeper insight into destination image formation and uses a qualitative approach to assess destination brand image. It further highlights practical implications for the industry regarding DMOs’ social media marketing strategy.

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Instagram Influencers in Social Media-Induced Tourism

Impact of New Media in Tourism - Advances in Hospitality, Tourism, and the Services Industry ◽

10.4018/978-1-7998-7095-1.ch009 ◽

2021 ◽

pp. 135-144

Author(s):

Rizalniyani Abdul Razak ◽

Nur Aliah Mansor

Keyword(s):

Social Media ◽

Conceptual Framework ◽

Destination Image ◽

User Generated Content ◽

Future Research ◽

Destination Marketing ◽

Media Content ◽

Persuasive Messages ◽

Destination Brand

Social media-induced tourism happens when a traveller visits a destination/attraction after being exposed to certain social media content. A user-generated content (UGC) provider, such as a social media influencer, has been identified as the initial motivator in social media-induced tourism. Social media influencers generate persuasive messages for their followers and are typically sources of credibility. In destination marketing and tourism destination studies, the UGC of social media influencers is significantly related to the destination image, destination brand, tourist trust, and tourist expectations. Of particular interest for Instagram influencers, this chapter proposes a conceptual framework to describe the role of the Instagram influencer in inducing his/her followers to travel and suggests a guide for future research.

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Effect of social media sharing on destination brand awareness and destination quality

Journal Of Vacation Marketing ◽

10.1177/1356766719858644 ◽

2019 ◽

Vol 26 (1) ◽

pp. 33-56 ◽

Cited By ~ 6

Author(s):

Bekir Bora Dedeoğlu ◽

Mathilda van Niekerk ◽

Kemal Gürkan Küçükergin ◽

Marcella De Martino ◽

Fevzi Okumuş

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Service Quality ◽

Structural Equation ◽

Country Of Origin ◽

Quality Data ◽

Brand Awareness ◽

Equation Modeling ◽

Tourism Destination ◽

Destination Brand

This study examines the effect of social media sharing on tourism destination brand awareness and destination natural and service quality and also examines the moderating roles of country of origin (COI; macro and micro) image on destination natural and service quality. Data were collected from 568 domestic and international tourists who have visited Alanya, Turkey. Relationships in the study were examined through structural equation modeling. As one of the components of social media sharing, participant sharing positively affects destination brand awareness, whereas any significant effect of nonparticipant sharing on destination brand awareness was not found. Destination brand awareness positively influences tourist perceptions of both destination service quality and destination natural quality. COI image moderates most of the relationships.

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User reactions to destination brand contents in social media

Information Technology & Tourism ◽

10.1007/s40558-015-0045-9 ◽

2015 ◽

Vol 15 (4) ◽

pp. 291-315 ◽

Cited By ~ 23

Author(s):

Assumpcio Huertas ◽

Estela Marine-Roig

Keyword(s):

Social Media ◽

Destination Brand

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Sustainability in Overtouristified Cities? A Social Media Insight into Italian Branding Responses to Covid-19 Crisis

Sustainability ◽

10.3390/su13041848 ◽

2021 ◽

Vol 13 (4) ◽

pp. 1848 ◽

Cited By ~ 1

Author(s):

Cecilia Pasquinelli ◽

Mariapina Trunfio ◽

Nicola Bellini ◽

Simona Rossi

Keyword(s):

Social Media ◽

Content Analysis ◽

City Branding ◽

City Region ◽

Spatial Perspective ◽

Tourism Experience ◽

Pandemic Threat ◽

Brand Attributes ◽

Destination Brand ◽

Insight Into

The paper aims to reach insights into city branding in the Covid-19 context to discuss the projected brand propositions and their reliance oan sustainable brand attributes and values. This study explores the immediate response of overtouristified cities to the post-pandemic crisis by focusing on four iconic cultural cities in Italy, which are Florence, Milan, Rome, and Venice, and the related Facebook communication in summer 2020, right after the end of the lockdown following the first wave of contagion in the country. A content analysis of the official Facebook accounts of these cities provided an explorative insight into different destination brand approaches to dealing with the pandemic threat, revealed fading urban characters of the tourism experience and an expansion of the destinations from a spatial perspective, towards city-region destinations. The findings suggest potential configurations of the sustainable destination brand whose formation, in the case of the overtouristified cities, deserves further attention throughout the evolution of the Covid-19 crisis.

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How Effective are Slogans for Bulding a Destination Brand in the Social Media Environment?

The Korean Journal of Advertising ◽

10.14377/japr.2013.3.30.163 ◽

2013 ◽

Vol 2 (1) ◽

pp. 165-193 ◽

Cited By ~ 1

Author(s):

Kuen-Hee Ju-Pak ◽

Keyword(s):

Social Media ◽

Media Environment ◽

The Social ◽

Destination Brand

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Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit

Journal of Product & Brand Management ◽

10.1108/jpbm-09-2019-2554 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Man Lai Cheung ◽

Hiram Ting ◽

Jun-Hwa Cheah ◽

Mohamad-Noor Salehhuddin Sharipudin

Keyword(s):

Social Media ◽

Latent Variable ◽

Structural Equation ◽

Dynamic Environment ◽

Future Research ◽

Brand Community ◽

Content Type ◽

Latent Variable Analysis ◽

Destination Brand ◽

The Impact

Purpose Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community (SMDBC) on tourists’ emotions, and the subsequent effect on the intention to co-create value and visit. Design/methodology/approach The theoretical framework was tested using survey data from 551 Chinese social media users who were followers of Japanese social media pages. Partial least squares–structural equation modelling was adopted to perform the latent variable analysis. Findings The findings reveal that SMDBC plays a considerable role in shaping tourists’ emotions, including joy, love and positive surprise, which, in turn, have a significant impact on consumers’ intention to co-create value and visit. Contrary to previous studies, the effect of joy on tourists’ intention to co-create and visit is found to be insignificant. Research limitations/implications The present study elucidates the importance and relevance of SMDBC in evoking tourists’ positive emotions, and subsequently their intention to co-create value and visit. Future research is recommended to compare and contrast SMDBC with other marketing and branding activities to provide greater insights into the phenomenon in a dynamic environment. Practical implications This study enables academics and business practitioners to better comprehend the effectiveness of SMDBC in driving tourists’ favourable assessment and behavioural intentions to improve resource allocation. In particular, destination marketers are recommended to optimise SMDBC and encourage discussion on SMDBC among users. Originality/value As literature in relation to the importance of SMDBC in evoking tourists’ emotions incorporating its link with tourists’ intention to co-create value and visit is relatively scarce, this study contributes to the branding and destination tourism research by empirically articulating the relevance of SMDBC in stimulating tourists’ emotions and subsequently value co-creation and visit intention.

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SELF-CONGRUITY, DESTINATION BRAND AND THE USE OF SOCIAL MEDIA

Tourism Analysis ◽

10.3727/108354220x15984209532638 ◽

2020 ◽

Author(s):

Gonzalo Luna-Cortés

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

South America ◽

Structural Equation ◽

Equation Modeling ◽

Managerial Implications ◽

Use Of Social Media ◽

Destination Brand ◽

Positive Content

The present research examines the connection of self-congruity and destination brand with tourists’ use of social media. The study focuses on USA tourists who visit Colombia (South America). Structural Equation Modeling (SEM) was used to examine these relationships. The results show that self-congruity positively influences the perception of the destination brand and the positive content created in social media about the destination. The conclusions of this paper present the managerial implications of the findings.

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