TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?

Travel bloggers are digital prescribers who help to construct the brand image of a tourist destination and whose posts are often deemed more credible than communications emitted by companies and brands. This article presents the case of the World Congress of Travel Bloggers 'TBEX Europe Costa B...

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Detalhes bibliográficos
Autores: Marín Rabiol, Jaume, Figueroa, Adriana, Mundet i Cerdan, Lluís
Tipo de documento: artigo
Estado:Versión aceptada para publicación
Data de publicação:2018
País:España
Recursos:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositório:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/24541
Acesso em linha:http://hdl.handle.net/10256/24541
Access Level:Acceso aberto
Palavra-chave:Construcció de marca (Màrqueting)
Branding (Marketing)
Turisme -- Màrqueting
Tourism -- Marketing
Construcció de marca (Màrqueting) -- Catalunya -- Costa Brava
Branding (Marketing) -- Catalonia -- Costa Brava
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spelling TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?Marín Rabiol, JaumeFigueroa, AdrianaMundet i Cerdan, LluísConstrucció de marca (Màrqueting)Branding (Marketing)Turisme -- MàrquetingTourism -- MarketingConstrucció de marca (Màrqueting) -- Catalunya -- Costa BravaBranding (Marketing) -- Catalonia -- Costa BravaTravel bloggers are digital prescribers who help to construct the brand image of a tourist destination and whose posts are often deemed more credible than communications emitted by companies and brands. This article presents the case of the World Congress of Travel Bloggers 'TBEX Europe Costa Brava 2015, which was co-organized by the Costa Brava Tourist Board as a promotional action to improve its 2.0 communication and harness the power of bloggers' prescriptions as destination ambassadors. In addition, a monitoring study was conducted during and after the event, which revealed that online conversations resulting from the event generated more than 186 million impressions in an audience of 11 million people: figures that far exceed those of earlier promotional actions carried out by the Board. The study also identified interactions between members of online communities, finding that 20 influential users generated more than half of the total number of potential impressionsElsevier2018info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionpeer-reviewed13 p.application/pdfhttp://hdl.handle.net/10256/24541http://hdl.handle.net/10256/24541© Journal of Destination Marketing and Management, 2017, vol. 8, p. 337-349Articles publicats (D-G)Marín Rabiol, Jaume Figueroa, Adriana Mundet i Cerdan, Lluís 2017 TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations? Journal of Destination Marketing and Management 8 337 349reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.1016/j.jdmm.2017.07.004info:eu-repo/semantics/altIdentifier/issn/2212-571XReconeixement-NoComercial-SenseObraDerivada 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessoai:recercat.cat:10256/245412026-05-29T05:05:01Z
dc.title.none.fl_str_mv TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
title TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
spellingShingle TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
Marín Rabiol, Jaume
Construcció de marca (Màrqueting)
Branding (Marketing)
Turisme -- Màrqueting
Tourism -- Marketing
Construcció de marca (Màrqueting) -- Catalunya -- Costa Brava
Branding (Marketing) -- Catalonia -- Costa Brava
title_short TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
title_full TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
title_fullStr TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
title_full_unstemmed TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
title_sort TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations?
dc.creator.none.fl_str_mv Marín Rabiol, Jaume
Figueroa, Adriana
Mundet i Cerdan, Lluís
author Marín Rabiol, Jaume
author_facet Marín Rabiol, Jaume
Figueroa, Adriana
Mundet i Cerdan, Lluís
author_role author
author2 Figueroa, Adriana
Mundet i Cerdan, Lluís
author2_role author
author
dc.subject.none.fl_str_mv Construcció de marca (Màrqueting)
Branding (Marketing)
Turisme -- Màrqueting
Tourism -- Marketing
Construcció de marca (Màrqueting) -- Catalunya -- Costa Brava
Branding (Marketing) -- Catalonia -- Costa Brava
topic Construcció de marca (Màrqueting)
Branding (Marketing)
Turisme -- Màrqueting
Tourism -- Marketing
Construcció de marca (Màrqueting) -- Catalunya -- Costa Brava
Branding (Marketing) -- Catalonia -- Costa Brava
description Travel bloggers are digital prescribers who help to construct the brand image of a tourist destination and whose posts are often deemed more credible than communications emitted by companies and brands. This article presents the case of the World Congress of Travel Bloggers 'TBEX Europe Costa Brava 2015, which was co-organized by the Costa Brava Tourist Board as a promotional action to improve its 2.0 communication and harness the power of bloggers' prescriptions as destination ambassadors. In addition, a monitoring study was conducted during and after the event, which revealed that online conversations resulting from the event generated more than 186 million impressions in an audience of 11 million people: figures that far exceed those of earlier promotional actions carried out by the Board. The study also identified interactions between members of online communities, finding that 20 influential users generated more than half of the total number of potential impressions
publishDate 2018
dc.date.none.fl_str_mv 2018
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
peer-reviewed
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10256/24541
http://hdl.handle.net/10256/24541
url http://hdl.handle.net/10256/24541
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.1016/j.jdmm.2017.07.004
info:eu-repo/semantics/altIdentifier/issn/2212-571X
dc.rights.none.fl_str_mv Reconeixement-NoComercial-SenseObraDerivada 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Reconeixement-NoComercial-SenseObraDerivada 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 13 p.
application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv © Journal of Destination Marketing and Management, 2017, vol. 8, p. 337-349
Articles publicats (D-G)
Marín Rabiol, Jaume Figueroa, Adriana Mundet i Cerdan, Lluís 2017 TBEX Europe Costa Brava 2015: Effective strategy for branding mature tourist destinations? Journal of Destination Marketing and Management 8 337 349
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.812455

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