Effects of co-creation in a tourism destination brand image through twitter
Journal Title: Journal of Tourism, Heritage & Services Marketing - Year 2016, Vol 2, Issue 2
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.
Authors and Affiliations
Mercedes Revilla Hernández, Agustín Santana Talavera, Eduardo Parra López
Keywords
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- EP ID EP278088
- DOI 10.5281/zenodo.376341
- Views 145
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