“This City Is Absolutely Fun and Trendy” A Destination Brand Personality Analysis in a Web 2.0 Setting

Astrid Dickinger () and Lidija Lalicic ()
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Astrid Dickinger: MODUL University
Lidija Lalicic: MODUL University

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 321-333 from Springer

Abstract: Abstract The emerging technological dynamics and increasing consumer power requires pro-active strategies by Destination Management Organizations (DMOs). Furthermore, positioning a destination around the feelings it generates, and its ability to offer visitors unique experiences, relationships, meanings and self-expressions is a strong competitive advantage. This study analyzes a city’s brand personality as reflected in online reviews from different service settings such as accommodation, sights, and restaurants. In addition, the study compares the results with tourists’ connotations with the same city as collected in a conventional survey. The combination of content analysis and comparative analysis provides recommendations for DMOs on how to develop emotional links and use consumers’ information exposed in an online setting.

Keywords: Destination branding; Web 2.0; Comparative study; Brand personality (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_24

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DOI: 10.1007/978-3-319-14343-9_24

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