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Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Assumpcio Huertas

    (Rovira i Virgili University)

  • Estela Marine-Roig

    (University of Lleida)

Abstract

The social media have become important tools for the communication of destinations and their brands. Multiple studies have demonstrated that the interactivity generated in this communication leads to greater engagement and better brand image among users [Munar and Jacobsen (Tourism Manag 43:46–54, 2014)], but the aim of this study is to unveil what contents generate the most reactions among users and if the communication of brands and their emotional values also generate reactions. The results show that the most destination-specific and identifying themes/attributes and values are the ones generating most reactions and interactivity, although very often destinations communicate generic values with which all destinations identify. Moreover, it is shown that the communication of emotional values and brands also generates reactions and interactivity.

Suggested Citation

  • Assumpcio Huertas & Estela Marine-Roig, 2015. "Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 295-308, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_22
    DOI: 10.1007/978-3-319-14343-9_22
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    Citations

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    Cited by:

    1. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    2. Eduard Cristobal-Fransi & Natalia Daries & Eva Martin-Fuentes & Yolanda Montegut-Salla, 2020. "Industrial Heritage 2.0: Internet Presence and Development of the Electronic Commerce of Industrial Tourism," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    3. Estela Marine-Roig & Eva Martin-Fuentes & Natalia Daries-Ramon, 2017. "User-Generated Social Media Events in Tourism," Sustainability, MDPI, vol. 9(12), pages 1-23, December.
    4. Eduard Cristobal-Fransi & Natalia Daries & Antoni Serra-Cantallops & José Ramón-Cardona & Maria Zorzano, 2018. "Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain," Sustainability, MDPI, vol. 10(8), pages 1-24, August.

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