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- W2900319697 startingPage "e0206572" @default.
- W2900319697 abstract "Participative branding is a process by which DMOs, locals and visitors contribute, through their activity in social media, to the definition of the emotional values associated to a destination. From the communicative point of view it is particularly important that DMOs and local citizens work together in the transmission of a set of coherent values that compose a personalised identity. This paper presents a novel methodology, based on semantic similarity measures, that permits to make an automated analysis of the emotional values transmitted by official tourist offices and by local citizens through social media. A study of 54,000 tweets from 9 main European tourist destinations highlights the lack of a strategy towards the communication of a distinctive brand and a strong gap between the official view transmitted by the DMOs of the destinations and the one communicated by their residents." @default.
- W2900319697 created "2018-11-16" @default.
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- W2900319697 date "2018-11-07" @default.
- W2900319697 modified "2023-09-26" @default.
- W2900319697 title "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?" @default.
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- W2900319697 doi "https://doi.org/10.1371/journal.pone.0206572" @default.
- W2900319697 hasPubMedCentralId "https://www.ncbi.nlm.nih.gov/pmc/articles/6221313" @default.
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