Effects of co-creation in a tourism destination brand image through twitter

Mercedes Revilla Hernández, Agustín Santana Talavera and Eduardo Parra López

MPRA Paper from University Library of Munich, Germany

Abstract: The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.

Keywords: Co-creation of brand image; user generated content; social networking; projected image; branding online (search for similar items in EconPapers)
JEL-codes: L83 M1 M31 O1 (search for similar items in EconPapers)
Date: 2016-06-12, Revised 2016-11-21
New Economics Papers: this item is included in nep-ipr, nep-mkt, nep-tur and nep-ure
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (38)

Published in Journal of Tourism, Heritage & Services Marketing 2.2(2016): pp. 3-10

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:77595

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