@Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter

Frederic Guerrero-Solé () and José Fernández-Cavia ()
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Frederic Guerrero-Solé: Universitat Pompeu Fabra
José Fernández-Cavia: Universitat Pompeu Fabra

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 309-320 from Springer

Abstract: Abstract Mutual influences between brands can have a strong impact on their perception, in particular in DMOs. This work analyses the mutual influence of the Spanish State and Community-level Tourism Organizations accounts on Twitter. We analysed to what extent the State account Spain diffused information about the Communities accounts and vice versa, and to what extent DMOs Twitter brands co-appeared in tweets. Analysing 127,337 posts between 1st January and 30th June 2014 containing the keyword @Spain, we found that Spain unequally diffused the information about Communities, and that there was a strong correlation between the retweets of messages posted by Spain, and the co-appearance of the State and the Community-level accounts. As in previous researches (Guerrero-Solé and Fernández-Cavia 2014), the Andalusian account was the most active and the most influential of the DMOs analysed.

Keywords: NTO; DMO; Destination branding; Social media; Twitter; Diffusion of information (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14343-9_23

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DOI: 10.1007/978-3-319-14343-9_23

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