nach oben

Erschienen in:

2015 | OriginalPaper | Buchkapitel

@Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter

verfasst von : Frederic Guerrero-Solé, José Fernández-Cavia

Erschienen in: Information and Communication Technologies in Tourism 2015

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Mutual influences between brands can have a strong impact on their perception, in particular in DMOs. This work analyses the mutual influence of the Spanish State and Community-level Tourism Organizations accounts on Twitter. We analysed to what extent the State account Spain diffused information about the Communities accounts and vice versa, and to what extent DMOs Twitter brands co-appeared in tweets. Analysing 127,337 posts between 1st January and 30th June 2014 containing the keyword @Spain, we found that Spain unequally diffused the information about Communities, and that there was a strong correlation between the retweets of messages posted by Spain, and the co-appearance of the State and the Community-level accounts. As in previous researches (Guerrero-Solé and Fernández-Cavia 2014), the Andalusian account was the most active and the most influential of the DMOs analysed.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

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

Nächstes Kapitel “This City Is Absolutely Fun and Trendy” A Destination Brand Personality Analysis in a Web 2.0 Setting

Armstrong, C. L., & Gao, F. (2010). Now tweet this: How news organizations use Twitter. Electronic News, 4(4), 218–235.CrossRef

Blain, C., Levy, S. E., & Brent Ritchie, J. R. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43, 328–338.CrossRef

Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.CrossRef

Bruns, A., & Stieglitz, S. (2012). Quantitative approaches to comparing communication patterns on Twitter. Journal of Technology in Human Services, 30(3–4), 160–185.CrossRef

Canneyt, S., Schockaert, S., Laere, O. & Dhoedt, B. (2012). Detecting places of interest using social media. In 2012 IEEE/WIC/ACM international conferences on Web intelligence and intelligent agent technology.

Cha, M., Haddai, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring user influence in Twitter: The million follower fallacy. In International AAAI conference on Weblogs and social media (pp. 10–17). doi:10.1.1.167.192

Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345–368.CrossRef

Dioko, L. A. N., & So, S. I. (2012). Branding destinations versus branding hotels in a gaming destination—Examining the nature and significance of co-branding effects in the case study of Macao. International Journal of Hospitality Management, 31, 554–563.CrossRef

González-Bailón, S., Wang, N., Rivero, A., Borge-Holthoefer, J. & Moreno, Y. (2012). Assessing the bias in communication networks sampled from Twitter. arXiv preprint arXiv:1212.1684.

Guerrero-Solé, F., & Fernández-Cavia, J. (2014). Activity and influence of destination brands on Twitter: A comparative study of nine Spanish destinations. In Information and communication technologies in tourism 2014 (pp. 227–236). Springer.

Guerrero-Solé, F., Corominas-Murtra, B., & Lopez-Gonzalez, H. (2014). Pacts with Twitter: Predicting voters’ indecision and preferences for coalitions in multiparty systems. Information, Communication and Society, 17, 1280.CrossRef

Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organizations. Current Issues in Tourism, 16(3), 211–239.CrossRef

Heslop, L. A., Nadeau, J., O'Reilly, N., & Armenakyan, A. (2013). Mega-event and country co-branding: Image shifts, transfers and reputational impacts. Corporate Reputation Review, 16, 7–33.CrossRef

Himelboim, I., Mccreery, S., & Smith, M. (2013). Birds of a feather tweet together: Integrating network and content analyses to examine cross-ideology exposure on Twitter. Journal of Computer-Mediated Communication, 18, 40–60. doi:10.1111/jcc4.12001.CrossRef

Hvass, K. A., & Munar, A. M. (2012). The takeoff of social media in tourism. Journal of Vacation Marketing, 18(2), 93–103.CrossRef

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights & strategic thinking. London: Kogan Page.

Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, NY: The Free Press.

Kidd, J. (2011). Enacting engagement online: Framing social media use for the museum. Information Technology & People, 24(1), 64–77.CrossRef

Lange-Faria, W., & Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193–211.

Leung, D., Law, R., Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30, 3–22.CrossRef

Lim, Y., Chung, Y., & Weaver, P. A. (2012). The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing, 18(3), 197–206.CrossRef

Liu, Z., Liu, L., & Li, H. (2012). Determinants of information retweeting in microblogging. Internet Research, 22, 443–466. doi:10.1108/10662241211250980

Morstatter, F., Pfeffer, J., Liu, H., & Carley, K. M. (2013). Is the sample good enough? Comparing data from Twitter’s streaming API with Twitter’s firehose. In Proceedings of ICWSM.

Munar, A. M. (2011). Tourist created content: Rethinking destination branding. International Journal of Culture, Tourism and Hospitality Research, 5(3), 291–305.CrossRef

Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54.CrossRef

Pauwels-Delassus, V., & Mogos-Descotes, R. (2013). Brand name change: Can trust and loyalty be transferred? Journal of Brand Management, 20, 656–669.CrossRef

Rong-Da Liang, A. (2014). Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions. Current Issues in Tourism (online).

Scott, N., Ashton, A. S., Ding, P., & Xu, H. (2011). Tourism branding and nation building in China. International Journal of Culture, Tourism and Hospitality Research, 5(3), 227–234.CrossRef

Sotiriadis, M. D., & Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of twitter by tourists. Electronic Commerce Research, 13(1), 1–22.CrossRef

Tham, A., Croya, G., & Mair, J. (2013). Social media in destination choice: Distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1–2), 144–155.CrossRef

Verhoeven, P., Tench, R., Zerfass, A., Moreno, A., & Vercic, D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38(1), 162–164.CrossRef

Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31, 179–188.CrossRef

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.CrossRef

Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in China. Cities, 37, 27–32.CrossRef

Titel: @Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter
verfasst von: Frederic Guerrero-Solé
José Fernández-Cavia
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_23

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"