Scholars strongly agree that DMOs are hubs devoted to the production of memorable experiences. In the last few years, several authors have been pointing out that destinations are called to a major “paradigm shift” over the web 2.0 revolution. However, this remains a partially under-explored topic. We want to come to a comprehensive understanding of how, to what extent, and under what critical conditions social media can reshape DMOs’ value processes. We opted for a multiple case study research method with a grounded-theory approach. Our analysis reveals enormous opportunities for social networks to directly and indirectly impact on the destination brand equity. This is a potential that DMOs are barely exploiting, however, mainly due to cultural issues
To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.