期刊名称：Journal of Tourism, Heritage & Services Marketing
电子版ISSN：2529-1947
出版年度：2016
卷号：2
期号：2
页码：3-10
DOI：10.5281/zenodo.376341
出版社：Alexander Technological Institute of Thessaloniki
摘要：The purpose of this paper is to analyze the effects of co-creation of a tourist brandimage projected in Twitter by using NVIVO 11. It takes the case study of the SmartFuerteventura brand, an ecotourism association made up of a group of local firms. The brandconcept is linked to the enhancement of heritage of the island of Fuerteventura, that isincluded in the World Network of Biosphere Reserves. The results show that there is no brandawareness and co-creation is negative. This analysis can contribute to methodologies onmarketing strategies within the framework of co-creation in similar destinations.
关键词：Co; creation of brand image; user generated content; social networking; projected;image; branding online
