Tourist-created Content: Rethinking Destination Branding

    Research output: Contribution to journalJournal articleResearchpeer-review

    Abstract

    Purpose – The purpose of this paper is to analyze the relationship between tourists' user-generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations.

    Design/methodology/approach – The research adopts an exploratory study of social media sites and destination brands, relying on qualitative research methods, content analysis and field research.

    Findings – Tourists are largely contributing to destination image formation, while avoiding the use of the formal elements of the brands. The most popular strategies used by destination management organizations exhibit some crucial weaknesses. However, a strategy based on analytics brings new opportunities for destination branding.

    Originality/value – The study provides an innovative analysis of tourist-created content and its impact on destination branding and presents a theoretical model of generic web-based strategies.
    Original languageEnglish
    JournalInternational Journal of Culture, Tourism and Hospitality Research
    Volume5
    Issue number3
    Pages (from-to)291-305
    ISSN1750-6182
    DOIs
    Publication statusPublished - 2011

    Keywords

    • Destination Branding
    • User-generated Content
    • Information Technology
    • Tourism

    Cite this

    @article{1667022de2934852bcf562a491ff9712,
    title = "Tourist-created Content: Rethinking Destination Branding",
    abstract = "Purpose – The purpose of this paper is to analyze the relationship between tourists' user-generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations.Design/methodology/approach – The research adopts an exploratory study of social media sites and destination brands, relying on qualitative research methods, content analysis and field research.Findings – Tourists are largely contributing to destination image formation, while avoiding the use of the formal elements of the brands. The most popular strategies used by destination management organizations exhibit some crucial weaknesses. However, a strategy based on analytics brings new opportunities for destination branding.Originality/value – The study provides an innovative analysis of tourist-created content and its impact on destination branding and presents a theoretical model of generic web-based strategies.",
    keywords = "Destination Branding, User-generated Content, Information Technology, Tourism",
    author = "Munar, {Ana Maria}",
    year = "2011",
    doi = "10.1108/17506181111156989",
    language = "English",
    volume = "5",
    pages = "291--305",
    journal = "International Journal of Culture, Tourism and Hospitality Research",
    issn = "1750-6182",
    publisher = "Emerald Group Publishing",
    number = "3",

    }

    Tourist-created Content : Rethinking Destination Branding. / Munar, Ana Maria.

    In: International Journal of Culture, Tourism and Hospitality Research, Vol. 5, No. 3, 2011, p. 291-305.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - Tourist-created Content

    T2 - Rethinking Destination Branding

    AU - Munar, Ana Maria

    PY - 2011

    Y1 - 2011

    N2 - Purpose – The purpose of this paper is to analyze the relationship between tourists' user-generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations.Design/methodology/approach – The research adopts an exploratory study of social media sites and destination brands, relying on qualitative research methods, content analysis and field research.Findings – Tourists are largely contributing to destination image formation, while avoiding the use of the formal elements of the brands. The most popular strategies used by destination management organizations exhibit some crucial weaknesses. However, a strategy based on analytics brings new opportunities for destination branding.Originality/value – The study provides an innovative analysis of tourist-created content and its impact on destination branding and presents a theoretical model of generic web-based strategies.

    AB - Purpose – The purpose of this paper is to analyze the relationship between tourists' user-generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations.Design/methodology/approach – The research adopts an exploratory study of social media sites and destination brands, relying on qualitative research methods, content analysis and field research.Findings – Tourists are largely contributing to destination image formation, while avoiding the use of the formal elements of the brands. The most popular strategies used by destination management organizations exhibit some crucial weaknesses. However, a strategy based on analytics brings new opportunities for destination branding.Originality/value – The study provides an innovative analysis of tourist-created content and its impact on destination branding and presents a theoretical model of generic web-based strategies.

    KW - Destination Branding

    KW - User-generated Content

    KW - Information Technology

    KW - Tourism

    U2 - 10.1108/17506181111156989

    DO - 10.1108/17506181111156989

    M3 - Journal article

    VL - 5

    SP - 291

    EP - 305

    JO - International Journal of Culture, Tourism and Hospitality Research

    JF - International Journal of Culture, Tourism and Hospitality Research

    SN - 1750-6182

    IS - 3

    ER -