Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?

Conference paper


The social media have become important tools for the communication of destinations and their brands. Multiple studies have demonstrated that the interactivity generated in this communication leads to greater engagement and better brand image among users [Munar and Jacobsen (Tourism Manag 43:46–54, 2014)], but the aim of this study is to unveil what contents generate the most reactions among users and if the communication of brands and their emotional values also generate reactions. The results show that the most destination-specific and identifying themes/attributes and values are the ones generating most reactions and interactivity, although very often destinations communicate generic values with which all destinations identify. Moreover, it is shown that the communication of emotional values and brands also generates reactions and interactivity.


Communication Social media Facebook Interactivity Reactions Destination brands Content analysis 



This work was supported by Spain’s Ministry of Economy and Competitiveness [Grant id.: CSO2012-34824 “Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de marca de los destinos”].


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Communication Research Group (ASTERISC)Rovira i Virgili UniversityCataloniaSpain
  2. 2.Department of Business Administration and Economic Management of Natural Resources (AEGERN)University of LleidaCataloniaSpain

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