Grassroots Branding with Twitter: Amazing Florida

Svetlana Stepchenkova (), Andrei Kirilenko () and Hany Kim ()
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Svetlana Stepchenkova: University of Florida
Andrei Kirilenko: University of North Dakota
Hany Kim: University of Florida

A chapter in Information and Communication Technologies in Tourism 2013, 2013, pp 144-156 from Springer

Abstract: Abstract Social networks sites (SNS) and online communications have revolutionized the way people interact with each other, and these changes have important marketing implications in a number of commercial contexts. In tourism and hospitality context, SNS communications can be considered as electronic word-of-mouth about people’s travel experiences. When SNS data is taken into consideration by destination marketing organizations for branding purposes, the visitors to the destination can be regarded as agents of that destination’s branding effort, and the branding approach as “grassroots” branding. This empirical study explores a suitability of using publicly accessible data from Twitter for gaining visitors’ perceptions about Florida. It examines what positive affective states are associated with the destination and to which destination attributes these affective states are related most closely. Potentially, the study can contribute to developing a non-obtrusive, low-cost, and time-efficient approach to tap into visitors’ experiences and affective states expressed through tweeting.

Keywords: Destination florida; Grassroots branding; Social network sites (SNS); Twitter; User-generated Content (UGC) (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36309-2_13

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DOI: 10.1007/978-3-642-36309-2_13

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