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Grassroots Branding with Twitter: Amazing Florida

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • Svetlana Stepchenkova

    (University of Florida)

  • Andrei Kirilenko

    (University of North Dakota)

  • Hany Kim

    (University of Florida)

Abstract

Social networks sites (SNS) and online communications have revolutionized the way people interact with each other, and these changes have important marketing implications in a number of commercial contexts. In tourism and hospitality context, SNS communications can be considered as electronic word-of-mouth about people’s travel experiences. When SNS data is taken into consideration by destination marketing organizations for branding purposes, the visitors to the destination can be regarded as agents of that destination’s branding effort, and the branding approach as “grassroots” branding. This empirical study explores a suitability of using publicly accessible data from Twitter for gaining visitors’ perceptions about Florida. It examines what positive affective states are associated with the destination and to which destination attributes these affective states are related most closely. Potentially, the study can contribute to developing a non-obtrusive, low-cost, and time-efficient approach to tap into visitors’ experiences and affective states expressed through tweeting.

Suggested Citation

  • Svetlana Stepchenkova & Andrei Kirilenko & Hany Kim, 2013. "Grassroots Branding with Twitter: Amazing Florida," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 144-156, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_13
    DOI: 10.1007/978-3-642-36309-2_13
    as

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