Effects of co-creation in a tourism destination brand image through twitter
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
- Standort
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Deutsche Nationalbibliothek Frankfurt am Main
- Umfang
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Online-Ressource
- Sprache
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Englisch
- Anmerkungen
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Veröffentlichungsversion
begutachtet (peer reviewed)
In: Journal of Tourism, Heritage & Services Marketing ; 2 (2016) 2 ; 3-10
- Klassifikation
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Wirtschaft
- Ereignis
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Veröffentlichung
- (wo)
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Mannheim
- (wer)
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SSOAR - Social Science Open Access Repository
- (wann)
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2016
- Urheber
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Revilla Hernández, Mercedes
Santana Talavera, Agustín
Parra López, Eduardo
- DOI
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10.5281/zenodo.376341
- URN
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urn:nbn:de:0168-ssoar-67176-7
- Rechteinformation
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Open Access; Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
- Letzte Aktualisierung
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25.03.2025, 13:42 MEZ
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Beteiligte
- Revilla Hernández, Mercedes
- Santana Talavera, Agustín
- Parra López, Eduardo
- SSOAR - Social Science Open Access Repository
Entstanden
- 2016
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