Autor según el artículo: Lalicic L; Huertas A; Moreno A; Jabreel M
Departamento: Estudis de Comunicació
Autor/es de la URV: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
Palabras clave: Tourism Technology Social media Semantic analysis Personality Perform Management Information Image Dmos Destination marketing tool Community Communication Brand values
Resumen: © 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.
Áreas temáticas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/
Direcció de correo del autor: sunsi.huertas@urv.cat antonio.moreno@urv.cat
ISSN: 2212571X
Identificador del autor: 0000-0001-6684-4220 0000-0003-3945-2314
Fecha de alta del registro: 2023-02-18
Versión del articulo depositado: info:eu-repo/semantics/acceptedVersion
Enlace a la fuente original: https://www.sciencedirect.com/science/article/abs/pii/S2212571X18300684
Referencia al articulo segun fuente origial: Journal Of Destination Marketing & Management. 16 (100350):
Referencia 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 Documento de licencia: http://repositori.urv.cat/ca/proteccio-de-dades/
DOI del artículo: 10.1016/j.jdmm.2019.03.004
Entidad: Universitat Rovira i Virgili
Año de publicación de la revista: 2020
Tipo de publicación: Journal Publications
Repositori URV