Author, as appears in the article.: Lalicic L; Huertas A; Moreno A; Jabreel M
Department: Estudis de Comunicació
URV's Author/s: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
Keywords: Tourism Technology Social media Semantic analysis Personality Perform Management Information Image Dmos Destination marketing tool Community Communication Brand values
Abstract: © 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.
Thematic Areas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
licence for use: https://creativecommons.org/licenses/by/3.0/es/
Author's mail: sunsi.huertas@urv.cat antonio.moreno@urv.cat
ISSN: 2212571X
Author identifier: 0000-0001-6684-4220 0000-0003-3945-2314
Record's date: 2023-02-18
Papper version: info:eu-repo/semantics/acceptedVersion
Link to the original source: https://www.sciencedirect.com/science/article/abs/pii/S2212571X18300684
Papper original source: Journal Of Destination Marketing & Management. 16 (100350):
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
Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
Article's DOI: 10.1016/j.jdmm.2019.03.004
Entity: Universitat Rovira i Virgili
Journal publication year: 2020
Publication Type: Journal Publications