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 territories
2021
978-3-030-76520-0
978-3-030-76519-4
brand image, destination image, territorial marketing, social media, UGC
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12317/68363
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