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Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?

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  • Mohammed Jabreel
  • Assumpció Huertas
  • Antonio Moreno

Abstract

Participative branding is a process by which DMOs, locals and visitors contribute, through their activity in social media, to the definition of the emotional values associated to a destination. From the communicative point of view it is particularly important that DMOs and local citizens work together in the transmission of a set of coherent values that compose a personalised identity. This paper presents a novel methodology, based on semantic similarity measures, that permits to make an automated analysis of the emotional values transmitted by official tourist offices and by local citizens through social media. A study of 54,000 tweets from 9 main European tourist destinations highlights the lack of a strategy towards the communication of a distinctive brand and a strong gap between the official view transmitted by the DMOs of the destinations and the one communicated by their residents.

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  • Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    • Handle: RePEc:plo:pone00:0206572
    DOI: 10.1371/journal.pone.0206572
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    1. Assumpció Huertas & Jan Gonzalo, 2020. "The Role of Augmented Reality in Destination Branding," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 419-436, December.
    2. Ralf Buckley & Mary-Ann Cooper, 2021. "Assortative Matching of Tourists and Destinations: Agents or Algorithms?," Sustainability, MDPI, vol. 13(4), pages 1-10, February.
    3. Assumpció Huertas & Antonio Moreno & Jordi Pascual, 2021. "Place Branding for Smart Cities and Smart Tourism Destinations: Do They Communicate Their Smartness?," Sustainability, MDPI, vol. 13(19), pages 1-18, October.

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