The impact of social media on destination branding
- 13 July 2012
- journal article
- Published by SAGE Publications in Journal of Vacation Marketing
- Vol. 18 (3), 197-206
- https://doi.org/10.1177/1356766712449366
Abstract
A one-way conversation with consumers in destination branding was pervasive when destination-marketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by consumer-generated videos and destination-marketing organization videos. The findings suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos. In addition, consumer-generated videos have little positive impact on a destination brand. This study provides insight into destination-branding strategies with respect to the roles that social media plays in creating destination-brand identity and image.Keywords
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