The paper seeks to contribute to the literature on the design of brand image for small and little-known destination, on the premise that social media are a major source for the formation and the promotion of a new brand image. The analysis focuses on the brand reshaping of a small Italian village and shows the existence of a strong link between social media and the economic and social development of the territory. The results make a contribution to the literature on destination branding and social media with implications for researchers and policy makers. They open up new trajectories of re- search and new applications opportunities for the effective and successful use of social media in the context of small and unknown destinations: social media enables small destinations to promote new development patterns and enhance the regeneration of their distinctive re- sources. Thanks to social media small destinations become a great generator of economic, cultural and social value that benefit entire territories
The Role of Social Media to Re-design the Brand Image of Small Villages
Carida Angela
;Colurcio M;Pastore A
2021-01-01
Abstract
The paper seeks to contribute to the literature on the design of brand image for small and little-known destination, on the premise that social media are a major source for the formation and the promotion of a new brand image. The analysis focuses on the brand reshaping of a small Italian village and shows the existence of a strong link between social media and the economic and social development of the territory. The results make a contribution to the literature on destination branding and social media with implications for researchers and policy makers. They open up new trajectories of re- search and new applications opportunities for the effective and successful use of social media in the context of small and unknown destinations: social media enables small destinations to promote new development patterns and enhance the regeneration of their distinctive re- sources. Thanks to social media small destinations become a great generator of economic, cultural and social value that benefit entire territoriesI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.