This paper focuses on destination reputation and how online conversations have changed the nature of destination marketing. In particular, structural equation modelling (SEM) was used to identify the importance of various cues within social media in defining the online reputation of a destination; message characteristics as well as the attitude of users to be “reputation seekers” were found to have a significant impact on opinions expressed about a destination in social media; other positive correlations were found among the role of being reputation seekers on the perception of the message characteristics, in particular the message sidedness, consistency, and the overall message’s argument strength. A much weaker effect was found between the perception of a dominant opinion and trust towards online conversations. It is concluded that these results provide an excellent foundation for understanding user comments and therefore, managing social media within a destination marketing program.
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- What did they say about us? Message Cues and Destination Reputation in Social Media
Daniel R. Fesenmaier
- Springer Berlin Heidelberg
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