The power of social media storytelling in destination branding.

Lund, N. F., Cohen, S.A. and Scarles, C., 2017. The power of social media storytelling in destination branding. Journal of Destination Marketing & Management. (In Press)

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DOI: 10.1016/j.jdmm.2017.05.003

Abstract

A large part of the global population is now connected in online social networks in social media where they share experiences and stories and consequently influence each other’s perceptions and buying behaviour. This poses a distinct challenge for destination management organisations, who must cope with a new reality where destination brands are increasingly the product of people’s shared tourism experiences and storytelling in social networks, rather than marketing strategies. This article suggests a novel interpretation on how these online social networks function with regard to generating engagement and stimulating circulation of brand stories by offering a conceptual framework based on the sociological concepts of storytelling, performance, performativity, and mobility. These concepts are characterised as ‘technologies of power’, for their role in shaping the social mechanisms in social media. VisitDenmark, the DMO of Denmark, is used as a case to put the framework into practice. The case demonstrates how DMOs can use the framework to strengthen their social media branding, and five practical recommendations for how to do so are provided.

Item Type:Article
ISSN:2212-571X
Uncontrolled Keywords:social media; destination branding; DMOs; storytelling; technologies of power; netnography.
Group:Faculty of Management
ID Code:29254
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:24 May 2017 13:25
Last Modified:02 Aug 2017 09:37

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