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The power of social media storytelling in destination branding
2018
Journal of Destination Marketing & Management
A large part of the global population is now connected in online social networks in social media where they share experiences and stories and consequently influence each other's perceptions and buying behaviour. This poses a distinct challenge for destination management organisations, who must cope with a new reality where destination brands are increasingly the product of people's shared tourism experiences and storytelling in social networks, rather than marketing strategies. This article
doi:10.1016/j.jdmm.2017.05.003
fatcat:5pqhswcol5ewvpqjnh5qzewqku