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The 'real' marketers Destination Branding and Marketing 2.0

Amakye, Sally-Anne LU and Nedelcheva, Desislava LU (2016) BUSN39 20161
Department of Business Administration
Abstract
Due to an increasing ease of access to social media outlets, more tourists than ever are able to share their comments, images and videos of travel experiences. As such this user generated content is said to have more of an impact than professionally produced content on the decisions of prospective travellers. On this basis the major objective of this study is to identify the overall perspectives held by destination marketing organisations on the importance of user-generated content.

The research adopted an exploratory study based on semi-structured qualitative interviews. A sample of seven stakeholders, all with working knowledge of destination marketing within Sweden were interviewed. These interviews investigated (1) marketing... (More)
Due to an increasing ease of access to social media outlets, more tourists than ever are able to share their comments, images and videos of travel experiences. As such this user generated content is said to have more of an impact than professionally produced content on the decisions of prospective travellers. On this basis the major objective of this study is to identify the overall perspectives held by destination marketing organisations on the importance of user-generated content.

The research adopted an exploratory study based on semi-structured qualitative interviews. A sample of seven stakeholders, all with working knowledge of destination marketing within Sweden were interviewed. These interviews investigated (1) marketing strategies that were currently in place, (2) the understandings held of social media, (3) user generated content and (4) challenges, risks and restrictions perceived to be associated with its use.

Beliefs and perspectives were identified and deconstructed according to relevant literature and interviews enabling us to believe that user-generated content is perceived by all interviewees as being of some importance. However, it was concluded that the extent of importance and its utility can be divided into three varying perspectives; Futuristic, Traditionalist and Realist, all of which served as our theoretical contribution. The results further revealed a unanimous preference for the use of ambassadors (Less)
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author
Amakye, Sally-Anne LU and Nedelcheva, Desislava LU
supervisor
organization
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
User-generated content, Destination branding and marketing, Destination marketing organisations attitudes, social media
language
English
id
8886173
date added to LUP
2016-07-04 15:09:45
date last changed
2016-07-04 15:09:45
@misc{8886173,
  abstract     = {Due to an increasing ease of access to social media outlets, more tourists than ever are able to share their comments, images and videos of travel experiences. As such this user generated content is said to have more of an impact than professionally produced content on the decisions of prospective travellers. On this basis the major objective of this study is to identify the overall perspectives held by destination marketing organisations on the importance of user-generated content.

The research adopted an exploratory study based on semi-structured qualitative interviews. A sample of seven stakeholders, all with working knowledge of destination marketing within Sweden were interviewed. These interviews investigated (1) marketing strategies that were currently in place, (2) the understandings held of social media, (3) user generated content and (4) challenges, risks and restrictions perceived to be associated with its use.

Beliefs and perspectives were identified and deconstructed according to relevant literature and interviews enabling us to believe that user-generated content is perceived by all interviewees as being of some importance. However, it was concluded that the extent of importance and its utility can be divided into three varying perspectives; Futuristic, Traditionalist and Realist, all of which served as our theoretical contribution. The results further revealed a unanimous preference for the use of ambassadors},
  author       = {Amakye, Sally-Anne and Nedelcheva, Desislava},
  keyword      = {User-generated content,Destination branding and marketing,Destination marketing organisations attitudes,social media},
  language     = {eng},
  note         = {Student Paper},
  title        = {The 'real' marketers Destination Branding and Marketing 2.0},
  year         = {2016},
}