publication . Thesis . 2013

Destination reputation in online media: Covered topics and perceived online dominant opinion

Marchiori, Elena; Cantoni, Lorenzo;
Open Access English
  • Published: 20 Feb 2013
  • Country: Switzerland
Abstract
Context: Online public opinions using various forms of social media are generating challenges for the tourism industry, which is intrinsically a “reputation-dependent” domain. Electronic-word-of-mouth (eWOM) has forced destination managers to rethink branding strategies, suggesting a shift from an architecture brand perspective to a live context perspective where travel markets are considered to be conversations and the monitoring of online conversations constitutes the first phase of a digital destination marketing strategy. Therefore, because eWOM might present ongoing social discussion about tourism destinations, and they represent one of the main sources of ...
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