Effects of co-creation in a tourism destination brand image through twitter

Revilla Hernández, Mercedes and Santana Talavera, Agustín and Parra López, Eduardo (2016): Effects of co-creation in a tourism destination brand image through twitter. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 2, No. 2 (12 December 2016): pp. 3-10.

Abstract

The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.

• Item Type: MPRA Paper
• Language: English
• Keywords: Co-creation of brand image, user generated content, social networking, projected image, branding online
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; O - Economic Development, Innovation, Technological Change, and Growth > O1 - Economic Development

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