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2015 | OriginalPaper | Buchkapitel

Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?

verfasst von : Assumpcio Huertas, Estela Marine-Roig

Erschienen in: Information and Communication Technologies in Tourism 2015

Verlag: Springer International Publishing

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Abstract

The social media have become important tools for the communication of destinations and their brands. Multiple studies have demonstrated that the interactivity generated in this communication leads to greater engagement and better brand image among users [Munar and Jacobsen (Tourism Manag 43:46–54, 2014)], but the aim of this study is to unveil what contents generate the most reactions among users and if the communication of brands and their emotional values also generate reactions. The results show that the most destination-specific and identifying themes/attributes and values are the ones generating most reactions and interactivity, although very often destinations communicate generic values with which all destinations identify. Moreover, it is shown that the communication of emotional values and brands also generates reactions and interactivity.

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Titel: Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?
verfasst von: Assumpcio Huertas
Estela Marine-Roig
Verlag: Springer International Publishing
Buch: Information and Communication Technologies in Tourism 2015
Print ISBN: 978-3-319-14342-2

Electronic ISBN: 978-3-319-14343-9

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-319-14343-9_22

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