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

Assumpcio Huertas () and Estela Marine-Roig ()
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Assumpcio Huertas: Rovira i Virgili University
Estela Marine-Roig: University of Lleida

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 295-308 from Springer

Abstract: 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.

Keywords: Communication; Social media; Facebook; Interactivity; Reactions; Destination brands; Content analysis (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-14343-9_22

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