Autor segons l'article: Lalicic L; Huertas A; Moreno A; Jabreel M
Departament: Estudis de Comunicació
Autor/s de la URV: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
Paraules clau: Tourism Technology Social media Semantic analysis Personality Perform Management Information Image Dmos Destination marketing tool Community Communication Brand values
Resum: © 2019 Elsevier Ltd The following study analyzes the emotional brand communication of the 10 most popular DMOs in Europe according to TripAdvisor (2017) by observing user responses across Facebook and Twitter. The paper presents a matrix of successful and promising values that DMOs should integrate into their social media communication strategies regarding their destination brands. Furthermore, the study visualizes a set of values that DMOs should either not include or try to avoid when aiming to successfully engage with their users. In addition to the differences between the two platforms, the type of engagement that DMOs should aim for is also examined. Overall, the paper provides DMOs with guidelines on how to effectively communicate their brands using specific emotional brand values on social media.
Àrees temàtiques: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
Accès a la llicència d'ús: https://creativecommons.org/licenses/by/3.0/es/
Adreça de correu electrònic de l'autor: sunsi.huertas@urv.cat antonio.moreno@urv.cat
ISSN: 2212571X
Identificador de l'autor: 0000-0001-6684-4220 0000-0003-3945-2314
Data d'alta del registre: 2023-02-18
Versió de l'article dipositat: info:eu-repo/semantics/acceptedVersion
Enllaç font original: https://www.sciencedirect.com/science/article/abs/pii/S2212571X18300684
Referència a l'article segons font original: Journal Of Destination Marketing & Management. 16 (100350):
Referència de l'ítem segons les normes APA: Lalicic L; Huertas A; Moreno A; Jabreel M (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful?. Journal Of Destination Marketing & Management, 16(100350), -. DOI: 10.1016/j.jdmm.2019.03.004
URL Document de llicència: https://repositori.urv.cat/ca/proteccio-de-dades/
DOI de l'article: 10.1016/j.jdmm.2019.03.004
Entitat: Universitat Rovira i Virgili
Any de publicació de la revista: 2020
Tipus de publicació: Journal Publications
Repositori URV