Tourist destination branding on social networks

Abstract

Social networks have become the modern means of communication. Intensive electronic word of mouth to mouth (eWOM) leads to faster sharing of experiences, and the creation of positive and negative attitudes. On the other hand, branding of tourist destinations has become one of the most powerful resources in the implementation of marketing strategies in tourism. The aim of this study, which is based on primary research, is to examine the concept of electronic word of mouth, as well as the role of social networks in the process of branding tourist destinations.

Keywords

• electronic word of mouth
• branding
• social networks
• tourist destination