Author, as appears in the article.: Jabreel M, Huertas A, Moreno A.
Department: Enginyeria Informàtica i Matemàtiques Estudis de Comunicació
URV's Author/s: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
Keywords: @infoAeu @residentesaeu @uroweb Etiqueta «#» Hashtag
Abstract: Participative branding is a process by which DMOs, locals and visitors contribute, through their activity in social media, to the definition of the emotional values associated to a destination. From the communicative point of view it is particularly important that DMOs and local citizens work together in the transmission of a set of coherent values that compose a personalised identity. This paper presents a novel methodology, based on semantic similarity measures, that permits to make an automated analysis of the emotional values transmitted by official tourist offices and by local citizens through social media. A study of 54,000 tweets from 9 main European tourist destinations highlights the lack of a strategy towards the communication of a distinctive brand and a strong gap between the official view transmitted by the DMOs of the destinations and the one communicated by their residents
Thematic Areas: Zootecnia / recursos pesqueiros Sociology Sociología Serviço social Saúde coletiva Química Psychology Psicología Planejamento urbano e regional / demografia Odontología Nutrição Multidisciplinary sciences Multidisciplinary Medicine (miscellaneous) Medicina veterinaria Medicina iii Medicina ii Medicina i Materiais Matemática / probabilidade e estatística Linguística e literatura Letras / linguística Interdisciplinary research in the social sciences Interdisciplinar Human geography and urban studies History & philosophy of science Historia Geografía Geociências General medicine General biochemistry,genetics and molecular biology General agricultural and biological sciences Farmacia Environmental studies Ensino Engenharias iv Engenharias iii Engenharias ii Engenharias i Enfermagem Educação física Educação Economia Direito Demography Comunicação e informação Ciências sociais aplicadas i Ciências biológicas iii Ciências biológicas ii Ciências biológicas i Ciências ambientais Ciências agrárias i Ciência política e relações internacionais Ciência de alimentos Ciência da computação Biotecnología Biology Biodiversidade Biochemistry, genetics and molecular biology (miscellaneous) Astronomia / física Arquitetura, urbanismo e design Archaeology Antropologia / arqueologia Anthropology Agricultural and biological sciences (miscellaneous) Administração, ciências contábeis e turismo Administração pública e de empresas, ciências contábeis e turismo
ISSN: 19326203
Author's mail: antonio.moreno@urv.cat sunsi.huertas@urv.cat
Author identifier: 0000-0003-3945-2314 0000-0001-6684-4220
Record's date: 2024-09-07
Papper version: info:eu-repo/semantics/publishedVersion
Link to the original source: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0206572
Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
Papper original source: Plos One. 13 (11): e0206572-
APA: Jabreel M, Huertas A, Moreno A. (2018). Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?. Plos One, 13(11), e0206572-. DOI: 10.1371/journal.pone.0206572
Article's DOI: 10.1371/journal.pone.0206572
Entity: Universitat Rovira i Virgili
Journal publication year: 2018
Publication Type: Journal Publications
Repositori URV