Skip to main content
Article thumbnail
Location of Repository

A comprehensive picture of the social media challenge for DMOs

By Fulvio Fortezza and Tonino Pecarelli

Abstract

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

Topics: Social media, DMOs, tourist experiences, brand equity, value
Year: 2018
DOI identifier: 10.1080/13032917.2018.1439759
OAI identifier: oai:iris.unife.it:11392/2383545
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • http://hdl.handle.net/11392/23... (external link)
  • Suggested articles


    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.