University of Surrey

Test tubes in the lab Research in the ATI Dance Research

The brand value continuum Countering co-destruction of destination branding in social media through storytelling

Lund, N.F., Scarles, C. and Cohen, S.A. (2019) The brand value continuum Countering co-destruction of destination branding in social media through storytelling Journal of Travel Research.

[img]
Preview
Text
The brand value continuum.pdf - Accepted version Manuscript

Download (904kB) | Preview

Abstract

Social media users are increasingly harming destination brands through their posts. This paper examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the paper investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a ‘brand value continuum’, as complex interplays between co-creation and co-destruction manifest through user generated content. The paper provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Lund, N.F.nielsfrederik.lund@surrey.ac.uk
Scarles, C.C.Scarles@surrey.ac.uk
Cohen, S.A.s.cohen@surrey.ac.uk
Date : 2019
Copyright Disclaimer : © The Author(s) 2019.
Uncontrolled Keywords : Branding; Co-creation; Co-destruction; Social media; Storytelling; Destination management
Related URLs :
Depositing User : Clive Harris
Date Deposited : 01 Nov 2019 11:24
Last Modified : 01 Nov 2019 11:24
URI: http://epubs.surrey.ac.uk/id/eprint/853026

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800