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Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?
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 togeth...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Public Library of Science
2018
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6221313/ https://www.ncbi.nlm.nih.gov/pubmed/30403764 http://dx.doi.org/10.1371/journal.pone.0206572 |