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Erschienen in:
A Method for Analysing Large-Scale UGC Data for Tourism: Application to the Case of Catalonia Kapitel lesen Erstes Kapitel lesen

2015 | OriginalPaper | Buchkapitel

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

verfasst von : Astrid Dickinger, Lidija Lalicic

Erschienen in: Information and Communication Technologies in Tourism 2015

Verlag: Springer International Publishing

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Abstract

The emerging technological dynamics and increasing consumer power requires pro-active strategies by Destination Management Organizations (DMOs). Furthermore, positioning a destination around the feelings it generates, and its ability to offer visitors unique experiences, relationships, meanings and self-expressions is a strong competitive advantage. This study analyzes a city’s brand personality as reflected in online reviews from different service settings such as accommodation, sights, and restaurants. In addition, the study compares the results with tourists’ connotations with the same city as collected in a conventional survey. The combination of content analysis and comparative analysis provides recommendations for DMOs on how to develop emotional links and use consumers’ information exposed in an online setting.

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Vorheriges Kapitel @Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter
Nächstes Kapitel Reframing the Image of a Destination: A Pre-Post Study on Social Media Exposure
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Metadaten
Titel
“This City Is Absolutely Fun and Trendy” A Destination Brand Personality Analysis in a Web 2.0 Setting
verfasst von
Astrid Dickinger
Lidija Lalicic
Copyright-Jahr
2015
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_24

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