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What did they say about us? Message Cues and Destination Reputation in Social Media

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Information and Communication Technologies in Tourism 2013

Abstract

This paper focuses on destination reputation and how online conversations have changed the nature of destination marketing. In particular, structural equation modelling (SEM) was used to identify the importance of various cues within social media in defining the online reputation of a destination; message characteristics as well as the attitude of users to be “reputation seekers” were found to have a significant impact on opinions expressed about a destination in social media; other positive correlations were found among the role of being reputation seekers on the perception of the message characteristics, in particular the message sidedness, consistency, and the overall message’s argument strength. A much weaker effect was found between the perception of a dominant opinion and trust towards online conversations. It is concluded that these results provide an excellent foundation for understanding user comments and therefore, managing social media within a destination marketing program.

The original version of this chapter was revised. The erratum to this chapter is available at https://doi.org/10.1007/978-3-642-36309-2_48

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Author information

Authors and Affiliations

  1. Faculty of Communication Sciences, Università della Svizzera italiana (USI, University of Lugano), Lugano, Switzerland

    Elena Marchiori & Lorenzo Cantoni

  2. National Laboratory for Tourism and eCommerce, School of Tourism and Hospitality Management, Temple University, Philadelphia, USA

    Daniel R. Fesenmaier

Authors
  1. Elena Marchiori
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  2. Lorenzo Cantoni
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  3. Daniel R. Fesenmaier
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Corresponding author

Correspondence to Elena Marchiori .

Editor information

Editors and Affiliations

  1. , Faculty of Communication Sciences, Università della Svizzera italiana, Via Giuseppe Buffi 13, Lugano, 6904, Switzerland

    Lorenzo Cantoni

  2. , College of Merchandising,, University of North Texas, Union Circle 1155, Denton, 76203-1100, Texas, USA

    Zheng (Phil) Xiang

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Marchiori, E., Cantoni, L., Fesenmaier, D.R. (2013). What did they say about us? Message Cues and Destination Reputation in Social Media. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_15

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