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Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?

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Information and Communication Technologies in Tourism 2015

Abstract

The social media have become important tools for the communication of destinations and their brands. Multiple studies have demonstrated that the interactivity generated in this communication leads to greater engagement and better brand image among users [Munar and Jacobsen (Tourism Manag 43:46–54, 2014)], but the aim of this study is to unveil what contents generate the most reactions among users and if the communication of brands and their emotional values also generate reactions. The results show that the most destination-specific and identifying themes/attributes and values are the ones generating most reactions and interactivity, although very often destinations communicate generic values with which all destinations identify. Moreover, it is shown that the communication of emotional values and brands also generates reactions and interactivity.

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Acknowledgements

This work was supported by Spain’s Ministry of Economy and Competitiveness [Grant id.: CSO2012-34824 “Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de marca de los destinos”].

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Authors and Affiliations

  1. Communication Research Group (ASTERISC), Rovira i Virgili University, Catalonia, Spain

    Assumpcio Huertas

  2. Department of Business Administration and Economic Management of Natural Resources (AEGERN), University of Lleida, Catalonia, Spain

    Estela Marine-Roig

Authors
  1. Assumpcio Huertas
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  2. Estela Marine-Roig
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Correspondence to Assumpcio Huertas .

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Editors and Affiliations

  1. School of Hospitality Business Management, Carson College of Business, Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

  2. Faculty of Management, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

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Huertas, A., Marine-Roig, E. (2015). Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_22

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