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Assessing perceived destination image and brand equity through web 2.0

Conference Paper


Abstract


  • Social media technologies of Web 2.0 play an increasingly important role in destination brand management practice and the consumer selection of destinations. Consumers freely discuss their travel stories, travel recommendations, travel experiences and attitudes through blogs, forums and social media. This material is read and added to by millions of people and the content has a role in determining the image of a travel destination. Therefore it is critical that destination brand managers understand what is being discussed and written about their destination. What is the content of the Web 2.0 discussions? What are the attributes, associations, experiences, connotations, connections, contexts and ramifications?

Authors


  •   Sood, Suresh (external author)
  •   Woodside, Arch G. (external author)
  •   Kattiyapornpong, Ping
  •   Miller, Kenneth E. (external author)

Publication Date


  • 2009

Citation


  • Sood, S., Woodside, A. G., Kattiyapornpong, U. & Miller, K. E. (2009). Assessing perceived destination image and brand equity through web 2.0. Travel and Tourism Research Association Conference (40th : 2009 : (p. 1). Honolulu, Hawaii: Travel and Tourism Research Association.

Start Page


  • 1

Place Of Publication


  • http://www.ttra.com/

Abstract


  • Social media technologies of Web 2.0 play an increasingly important role in destination brand management practice and the consumer selection of destinations. Consumers freely discuss their travel stories, travel recommendations, travel experiences and attitudes through blogs, forums and social media. This material is read and added to by millions of people and the content has a role in determining the image of a travel destination. Therefore it is critical that destination brand managers understand what is being discussed and written about their destination. What is the content of the Web 2.0 discussions? What are the attributes, associations, experiences, connotations, connections, contexts and ramifications?

Authors


  •   Sood, Suresh (external author)
  •   Woodside, Arch G. (external author)
  •   Kattiyapornpong, Ping
  •   Miller, Kenneth E. (external author)

Publication Date


  • 2009

Citation


  • Sood, S., Woodside, A. G., Kattiyapornpong, U. & Miller, K. E. (2009). Assessing perceived destination image and brand equity through web 2.0. Travel and Tourism Research Association Conference (40th : 2009 : (p. 1). Honolulu, Hawaii: Travel and Tourism Research Association.

Start Page


  • 1

Place Of Publication


  • http://www.ttra.com/