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Tourism Branding, Identity, Reputation Co-creation, and Word-of-Mouth in the Age of Social Media

In: Tourism Management, Marketing, and Development

Author

Listed:
  • Dimitrios Buhalis
  • Alessandro Inversini

Abstract

Developments in the information and communication technologies (ICTs) have changed the operational and strategic practices of organizations on a global level and altered the competitiveness of enterprises and regions around the world (Buhalis and Law, 2008). E-tourism, defined as the application of ICTs on the tourism industry has dramatically affected the strategic and operational management of tourism organizations and destinations (Buhalis, 2003). The Internet has enabled companies to expand their customer base to cover the global population cost effectively. Tourism-related industries, such as airlines and hotel chains, are able to access international customers and develop the tools to manage properties around the world at the touch of a button (Egger and Buhalis, 2008). Small companies can also for the first time develop their “virtual size” and offer their services to global markets (O’Connor, 1999; Spencer, Buhalis, and Moital, 2012). Tourism enterprises are recognizing the importance of technologies in their field, and they acknowledge that the management of their holistic online presence is a prerequisite for success (Inversini, Brülhart, and Cantoni, 2011). In addition, since 2005, social media and Web 2.0 have provided a group of Internet-based applications that allow the creation and exchange of user-generated content (UGC—Kaplan and Haenlein, 2010).

Suggested Citation

  • Dimitrios Buhalis & Alessandro Inversini, 2014. "Tourism Branding, Identity, Reputation Co-creation, and Word-of-Mouth in the Age of Social Media," Palgrave Macmillan Books, in: Marcello M. Mariani & Rodolfo Baggio & Dimitrios Buhalis & Christian Longhi (ed.), Tourism Management, Marketing, and Development, chapter 0, pages 15-40, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35435-8_2
    DOI: 10.1057/9781137354358_2
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    Cited by:

    1. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    2. Nuno Antonio & Marisol B. Correia & Filipa Perdigão Ribeiro, 2020. "Exploring User-Generated Content for Improving Destination Knowledge: The Case of Two World Heritage Cities," Sustainability, MDPI, vol. 12(22), pages 1-19, November.
    3. Mohamed Ali Barakat Ali, 2022. "The Effect of Firm's Brand Reputation on Customer Loyalty and Customer Word of Mouth: The Mediating Role of Customer Satisfaction and Customer Trust," International Business Research, Canadian Center of Science and Education, vol. 15(7), pages 1-30, July.

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