Journal article Open Access

Effects of co-creation in a tourism destination brand image through twitter

Mercedes Revilla Hernández; Agustín Santana Talavera; Eduardo Parra López

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.

SUBMITTED: JUN 2016. REVISION SUBMITTED: SEP 2016. ACCEPTED: NOV 2016. REFEREED ANONYMOUSLY. PUBLISHED ONLINE: 12 DECEMBER 2016.
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