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An analysis of destination brand personality and emotions: a comparison study

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  • Astrid Dickinger

    (MODUL University Vienna)

  • Lidija Lalicic

    (MODUL University Vienna)

Abstract

In order to capture a strong position in the highly competitive tourism market, tourism destinations need to better understand the technological dynamics and develop proactive strategies. Social media spaces provide new opportunities for destination marketing organizations to reach out to consumers and learn about tourists’ opinion regarding the destination. Moreover, 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 nowadays. Hence, this study analyzes the concept of destination brand personality and emotions reflected in TripAdvisor reviews among the different service settings (restaurants, hotels, and sights). Comparing the results with a survey-based method reveals interesting differences. In particular, the dimensions of excitement, sophistication and competence are significantly more represented in social media than in the conventional survey. Furthermore, feelings of anger, disgust and sadness are significantly more present in social media. Hence, this paper illustrates how tourists connect themselves in an emotional manner to a city and how this varies among the different touristic settings. Marketers can hereby modify and/or steer the experience developing new experience based upon UGC knowledge.

Suggested Citation

  • Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    • Handle: RePEc:spr:infott:v:15:y:2016:i:4:d:10.1007_s40558-015-0044-x
    DOI: 10.1007/s40558-015-0044-x
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    1. Weismayer, Christian & Gunter, Ulrich & Önder, Irem, 2021. "Temporal variability of emotions in social media posts," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    2. Lidija Lalicic & Assumpció Huertas & Antonio Moreno & Mohammed Jabreel, 2019. "Which emotional brand values do my followers want to hear about? An investigation of popular European tourist destinations," Information Technology & Tourism, Springer, vol. 21(1), pages 63-81, March.
    3. Flávio Tiago & Pedro Correia & Victor-Alexandru Briciu & Teresa Borges-Tiago, 2021. "Geotourism Destinations Online Branding Co-Creation," Sustainability, MDPI, vol. 13(16), pages 1-18, August.
    4. Vladimir Pavković & Darjan Karabašević & Jelena Jević & Goran Jević, 2021. "The Relationship between Cities’ Cultural Strength, Reputation, and Tourism Intensity: Empirical Evidence on a Sample of the Best-Reputable European Cities," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    5. Nguyet Luong Tran & Wawrzyniec Rudolf, 2022. "Social Media and Destination Branding in Tourism: A Systematic Review of the Literature," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    6. Ivana Skočajić & Vladimir Pavković & Jelena Krstić & Milica Kostić-Stanković & Tamara Vlastelica & Tamara Rajić, 2024. "Urban Tourism Appeal: The Effectiveness of Communication Channels and Multimedia Formats in Creating Tourists’ Expectations," Sustainability, MDPI, vol. 16(11), pages 1-26, May.
    7. Wang, Jingqiang & Li, Mimi & Li, Cong & Li, Dan & Lin, Guyang, 2022. "Revisit the formation of destination brand personality," Annals of Tourism Research, Elsevier, vol. 95(C).

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