Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?

Mohammed Jabreel, Assumpció Huertas and Antonio Moreno

PLOS ONE, 2018, vol. 13, issue 11, 1-29

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.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0206572

DOI: 10.1371/journal.pone.0206572

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