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For the majority of travelers seeking inspiration for their destination choice, internet is the first source of information. The advent of Web 2.0 enabled tourists to share their advice and feelings about the places they visit, enriching the image of those places but at the same time making it more difficult to control for city's promotion managers. This thesis aims to compare the image of a fictitious city as perceived by people who had access to the official web site of the destination or to a travel forum about the destination. The results of this thesis suggest that when user generated contents on the forum were able form a richer image of the city, the website conveyed an image that was more structured.
City Branding --- Place Branding --- User Generated Content --- Brand Concept Mapping --- Marketing --- Etude exploratoire --- Image de la destination --- Sciences économiques & de gestion > Marketing
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