publication . Article . Other literature type . 2018

The power of social media storytelling in destination branding.

Lund, Niels Frederik; Cohen, Scott; Scarles, Caroline;
Open Access English
  • Published: 01 Jun 2018
  • Country: United Kingdom
Abstract
Abstract A large part of the global population is now connected in online social networks in social media where they share experiences and stories and consequently influence each other's perceptions and buying behaviour. This poses a distinct challenge for destination management organisations, which must cope with a new reality where destination brands are increasingly the product of people's shared tourism experiences and storytelling in social networks, rather than marketing strategies. This article suggests a novel interpretation on how these online social networks function with regard to generating engagement and stimulating circulation of brand stories by o...
Subjects
free text keywords: Performativity, Netnography, Storytelling, Population, education.field_of_study, education, Sociology, Tourism, Social network, business.industry, business, Public relations, Marketing, Social media, Conceptual framework
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publication . Article . Other literature type . 2018

The power of social media storytelling in destination branding.

Lund, Niels Frederik; Cohen, Scott; Scarles, Caroline;