effects of co creation in a tourism destination brand image through twitter

• DOI: 10.5281/zenodo.376341
• Publication Date: 2016-01-01
• Authors: Revilla Hernández...; Santana Talavera,...; Parra López, Eduardo
• Keywords: Restaurants; soziales Netzwerk; Economics; co-creation of brand image; user generated content; projected image; branding online; projected image; Twitter; 20400; O1 - Economic Development; Tourismus; HF5410-5417.5; Tourism; projected image,; 11. Sustainability; 0502 economics and business; L83 - Sports; ddc:330; trademark; Management. Industrial management; Marketing; Online-Medien; social networking; 05 social sciences; M31 - Marketing; Wirtschaft; M1 - Business Administration; Marketing. Distribution of products; online media; 40200; HD28-70; Co-creation of brand image; user generated content; Gambling; Marke; marketing; tourism; Recreation; social network; twitter; branding online

SUBMITTED: JUN 2016. REVISION SUBMITTED: SEP 2016. ACCEPTED: NOV 2016. REFEREED ANONYMOUSLY. PUBLISHED ONLINE: 12 DECEMBER 2016.<br/>The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.<br/>{"references": ["Valeri, M. (2016). Networking and cooperation practices in the Italian tourism business. Journal of Tourism, Heritage & Services Marketing, 2(1), 30\u201335. http://doi.org/10.5281/zenodo.376333", "Zafiropoulos, K., Vrana, V. & Antoniadis, K. (2015). Use of twitter and Facebook by top European museums. Journal of Tourism, Heritage & Services Marketing, 1(1), 16\u201324. http://doi.org/10.5281/zenodo.376326"]}<br/>