2020-04-06T09:26:05Z
urn:hdl:10609/112846
#Visitspain. Breaking down affective and cognitive attributes in the social media construction of the tourist destination image
Garay Tamajón, Lluís
Universitat Oberta de Catalunya (UOC)
destination image
social media
virtual brand community
affective attributes
cognitive attributes
tourism products
place branding
imatge del destí
mitjans socials
comunitat de marca virtual
atributs afectius
atributs cognitius
productes turístics
place branding
imagen del destino
medios sociales
comunidad de marca virtual
atributos afectivos
atributos cognitivos
productos turísticos
place branding
The consolidation of social media as the main sphere for image formation for tourist destinations requires a reinterpretation of how and who is leading the image formation process. There are still some gaps in the literature regarding the structure of virtual (destination) brand communities and the nature and composition of user-generated content. Conducting a quantitative content analysis of a sample of some 1500 tweets in the Spain brand community on Twitter (#visitspain) has allowed the author to (1) identify stakeholders, (2) explore the nature and distribution of affective and cognitive attributes, (3) analyse relationships among those attributes and with tourism products and place brands, and (4) observe potential seasonal variations over the year. Findings indicate the need to consider those elements as relevant recommendations for practitioners.
2020-04-06T09:26:05Z
2020-04-06T09:26:05Z
2019-10
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Garay, L. (2019). #Visitspain. Breaking down affective and cognitive attributes in the social media construction of the tourist destination image. Tourism Management Perspectives, 32(), -. doi: 10.1016/j.tmp.2019.100560
2211-9736
http://hdl.handle.net/10609/112846
10.1016/j.tmp.2019.100560
eng
Tourism Management Perspectives, 2019, 32
https://doi.org/10.1016/j.tmp.2019.100560
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
info:eu-repo/semantics/openAccess
CC BY-NC-ND
Tourism Management Perspectives