Skip to main content
SpringerLink
Log in

@Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2015

Abstract

Mutual influences between brands can have a strong impact on their perception, in particular in DMOs. This work analyses the mutual influence of the Spanish State and Community-level Tourism Organizations accounts on Twitter. We analysed to what extent the State account Spain diffused information about the Communities accounts and vice versa, and to what extent DMOs Twitter brands co-appeared in tweets. Analysing 127,337 posts between 1st January and 30th June 2014 containing the keyword @Spain, we found that Spain unequally diffused the information about Communities, and that there was a strong correlation between the retweets of messages posted by Spain, and the co-appearance of the State and the Community-level accounts. As in previous researches (Guerrero-Solé and Fernández-Cavia 2014), the Andalusian account was the most active and the most influential of the DMOs analysed.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Armstrong, C. L., & Gao, F. (2010). Now tweet this: How news organizations use Twitter. Electronic News, 4(4), 218–235.

    Article  Google Scholar 

  • Blain, C., Levy, S. E., & Brent Ritchie, J. R. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43, 328–338.

    Article  Google Scholar 

  • Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.

    Article  Google Scholar 

  • Bruns, A., & Stieglitz, S. (2012). Quantitative approaches to comparing communication patterns on Twitter. Journal of Technology in Human Services, 30(3–4), 160–185.

    Article  Google Scholar 

  • Canneyt, S., Schockaert, S., Laere, O. & Dhoedt, B. (2012). Detecting places of interest using social media. In 2012 IEEE/WIC/ACM international conferences on Web intelligence and intelligent agent technology.

    Google Scholar 

  • Cha, M., Haddai, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring user influence in Twitter: The million follower fallacy. In International AAAI conference on Weblogs and social media (pp. 10–17). doi:10.1.1.167.192

    Google Scholar 

  • Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345–368.

    Article  Google Scholar 

  • Dioko, L. A. N., & So, S. I. (2012). Branding destinations versus branding hotels in a gaming destination—Examining the nature and significance of co-branding effects in the case study of Macao. International Journal of Hospitality Management, 31, 554–563.

    Article  Google Scholar 

  • González-Bailón, S., Wang, N., Rivero, A., Borge-Holthoefer, J. & Moreno, Y. (2012). Assessing the bias in communication networks sampled from Twitter. arXiv preprint arXiv:1212.1684.

    Google Scholar 

  • Guerrero-Solé, F., & Fernández-Cavia, J. (2014). Activity and influence of destination brands on Twitter: A comparative study of nine Spanish destinations. In Information and communication technologies in tourism 2014 (pp. 227–236). Springer.

    Google Scholar 

  • Guerrero-Solé, F., Corominas-Murtra, B., & Lopez-Gonzalez, H. (2014). Pacts with Twitter: Predicting voters’ indecision and preferences for coalitions in multiparty systems. Information, Communication and Society, 17, 1280.

    Article  Google Scholar 

  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organizations. Current Issues in Tourism, 16(3), 211–239.

    Article  Google Scholar 

  • Heslop, L. A., Nadeau, J., O'Reilly, N., & Armenakyan, A. (2013). Mega-event and country co-branding: Image shifts, transfers and reputational impacts. Corporate Reputation Review, 16, 7–33.

    Article  Google Scholar 

  • Himelboim, I., Mccreery, S., & Smith, M. (2013). Birds of a feather tweet together: Integrating network and content analyses to examine cross-ideology exposure on Twitter. Journal of Computer-Mediated Communication, 18, 40–60. doi:10.1111/jcc4.12001.

    Article  Google Scholar 

  • Hvass, K. A., & Munar, A. M. (2012). The takeoff of social media in tourism. Journal of Vacation Marketing, 18(2), 93–103.

    Article  Google Scholar 

  • Kapferer, J. N. (2012). The new strategic brand management: Advanced insights & strategic thinking. London: Kogan Page.

    Google Scholar 

  • Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, NY: The Free Press.

    Google Scholar 

  • Kidd, J. (2011). Enacting engagement online: Framing social media use for the museum. Information Technology & People, 24(1), 64–77.

    Article  Google Scholar 

  • Lange-Faria, W., & Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193–211.

    Google Scholar 

  • Leung, D., Law, R., Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30, 3–22.

    Article  Google Scholar 

  • Lim, Y., Chung, Y., & Weaver, P. A. (2012). The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing, 18(3), 197–206.

    Article  Google Scholar 

  • Liu, Z., Liu, L., & Li, H. (2012). Determinants of information retweeting in microblogging. Internet Research, 22, 443–466. doi:10.1108/10662241211250980

  • Morstatter, F., Pfeffer, J., Liu, H., & Carley, K. M. (2013). Is the sample good enough? Comparing data from Twitter’s streaming API with Twitter’s firehose. In Proceedings of ICWSM.

    Google Scholar 

  • Munar, A. M. (2011). Tourist created content: Rethinking destination branding. International Journal of Culture, Tourism and Hospitality Research, 5(3), 291–305.

    Article  Google Scholar 

  • Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54.

    Article  Google Scholar 

  • Pauwels-Delassus, V., & Mogos-Descotes, R. (2013). Brand name change: Can trust and loyalty be transferred? Journal of Brand Management, 20, 656–669.

    Article  Google Scholar 

  • Rong-Da Liang, A. (2014). Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions. Current Issues in Tourism (online).

    Google Scholar 

  • Scott, N., Ashton, A. S., Ding, P., & Xu, H. (2011). Tourism branding and nation building in China. International Journal of Culture, Tourism and Hospitality Research, 5(3), 227–234.

    Article  Google Scholar 

  • Sotiriadis, M. D., & Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of twitter by tourists. Electronic Commerce Research, 13(1), 1–22.

    Article  Google Scholar 

  • Tham, A., Croya, G., & Mair, J. (2013). Social media in destination choice: Distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1–2), 144–155.

    Article  Google Scholar 

  • Verhoeven, P., Tench, R., Zerfass, A., Moreno, A., & Vercic, D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38(1), 162–164.

    Article  Google Scholar 

  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31, 179–188.

    Article  Google Scholar 

  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.

    Article  Google Scholar 

  • Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in China. Cities, 37, 27–32.

    Article  Google Scholar 

Download references

Acknowledgements

This research work has been partially funded by the project “Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)” (CSO 2011–22691), of the Ministry of Economy and Competitiveness of the Spanish Government. More information can be found at www.marcasturisticas.org (available only in Spanish).

Author information

Authors and Affiliations

  1. Department of Communication, “UNICA” Research Group, “Communication, Advertising & Society” Research Group, Universitat Pompeu Fabra, Barcelona, Spain

    Frederic Guerrero-Solé & José Fernández-Cavia

Authors
  1. Frederic Guerrero-Solé
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. José Fernández-Cavia
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Frederic Guerrero-Solé .

Editor information

Editors and Affiliations

  1. School of Hospitality Business Management, Carson College of Business, Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

  2. Faculty of Management, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

Guerrero-Solé, F., Fernández-Cavia, J. (2015). @Spain Is Different: Co-branding Strategies Between Spanish National and Regional DMOs on Twitter. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_23

Download citation

Publish with us

Policies and ethics

Search

Navigation